Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms

@article{Feng2007ImplementingSS,
  title={Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms},
  author={Juan Feng and Hemant K. Bhargava and David M. Pennock},
  journal={INFORMS Journal on Computing},
  year={2007},
  volume={19},
  pages={137-148}
}
The practice of sponsored search advertising—where advertisers pay a fee to appear alongside particular Web search results—is now one of the largest and fastest growing source of revenue for Web search engines. We model and compare several mechanisms for allocating sponsored slots, including stylized versions of those used by Overture and Google, the two biggest brokers of sponsored search. The performance of these mechanisms depends on the degree of correlation between providers’ willingness… CONTINUE READING

Citations

Publications citing this paper.
SHOWING 1-10 OF 140 CITATIONS, ESTIMATED 38% COVERAGE

369 Citations

02040'07'10'13'16'19
Citations per Year
Semantic Scholar estimates that this publication has 369 citations based on the available data.

See our FAQ for additional information.

References

Publications referenced by this paper.
SHOWING 1-9 OF 9 REFERENCES

Internet advertising pricing models

  • K. Asdemir, N. Kumar, V. Jacob.
  • Tech. rep., School of Management, The University…
  • 2002
Highly Influential
4 Excerpts

Classification in online pay-for-performance advertising

  • E. Rolland, R. A. Patterson.
  • D. Dey, R. Krishnan, eds., Proceedings of The…
  • 2003

Revenue maximization in web advertisement

  • S. Kumar, M. Dawande, V. Mookerjee.
  • D. Dey, R. Krishnan, eds., Proceedings of The…
  • 2003
1 Excerpt

Ftc advises search engines to disclose paid placements

  • W. Tantono, S. Selby, J. Bagner, C. Sonu.
  • Intellectual Property & Technology Law Journal 14…
  • 2002
2 Excerpts

Preferential placement in internet search engines

  • H. K. Bhargava, J. Feng.
  • D. Lassner, ed., Proceedings of the Eleventh…
  • 2002
1 Excerpt

Similar Papers

Loading similar papers…