Cyclical Bid Adjustments in Search-Engine Advertising

  title={Cyclical Bid Adjustments in Search-Engine Advertising},
  author={Xiaoquan Zhang and Juan Feng},
  journal={Management Science},
K advertising, or sponsored search, is one of the most successful advertising models on the Internet. One distinctive feature of keyword auctions is that they enable advertisers to adjust their bids and rankings dynamically, and the payoffs are realized in real time. We capture this unique feature with a dynamic model and identify an equilibrium bidding… CONTINUE READING