Ex Ante Information and the Design of Keyword Auctions

  title={Ex Ante Information and the Design of Keyword Auctions},
  author={De Liu and Jianqing Chen and Andrew B. Whinston},
  journal={Information Systems Research},
K advertising, including sponsored links and contextual advertising, powers many of today’s online information services such as search engines and Internet-based emails. This paper examines the design of keyword auctions, a novel mechanism that keyword advertising providers such as Google and Yahoo! use to allocate advertising slots. In our keyword auction model, advertisers bid their willingness-to-pay per click on their advertisements, and the advertising provider can weight advertisers’ bids… CONTINUE READING
Highly Cited
This paper has 99 citations. REVIEW CITATIONS

From This Paper

Figures, tables, and topics from this paper.


Publications citing this paper.
Showing 1-10 of 58 extracted citations

Optimal reserve prices in weighted GSP auctions

Electronic Commerce Research and Applications • 2014
View 6 Excerpts
Highly Influenced

Adword auction bidding strategies of budget-limited advertisers on competing search engines

2011 7th International Conference on Network and Service Management • 2011
View 3 Excerpts
Highly Influenced

99 Citations

Citations per Year
Semantic Scholar estimates that this publication has 99 citations based on the available data.

See our FAQ for additional information.


Publications referenced by this paper.
Showing 1-10 of 24 references

Internet advertising and the generalized second price auction: Selling billions of dollars worth of keywords

B. Edelman, M. Ostrovsky, M. Schwarz.
Amer. Econom. Rev. 97(1) 242–259. • 2007
View 11 Excerpts
Highly Influenced

Position auctions

H. R. Varian
Internat. J. Indust. Organ. 25(6) 1163–1178. • 2007
View 5 Excerpts
Highly Influenced

Auction Theory

V. Krishna
Academic Press, San Diego. • 2002
View 1 Excerpt
Highly Influenced

Optimal Auction Design

Math. Oper. Res. • 1981
View 3 Excerpts
Highly Influenced

Internet advertising revenues again reach new highs, estimated to pass $21 billion in 2007 and hit nearly $6 billion in Q4 2007

Interactive Advertising Bureau, PricewaterhouseCoopers.
Report, Interactive Advertising Bureau and PricewaterhouseCoopers, New York. • 2008

Accessed September 26, 2009, http://adwords

blogspot.com/2006/11/landing-page-quality-update.html. • 2006

Similar Papers

Loading similar papers…