Keyword

Modelling Externalities in Keyword Auctions: Understanding competition in on-lin


Item condition:
Brand New
Time left:
29d
Price:
$83.66 Buy It Now
Shipping:
FREE
Item location:
Fairfield,OH,USA
Ships to:
Worldwide
Item specifics
  • ISBN-13:
    9783838375847
  • Language:
    English
  • Format:
    Paperback

Modelling Externalities in Keyword Auctions

by Ioannis Giotis

Estimated delivery 3-12 business days

Format Paperback

Condition Brand New

Description Sponsored search has grown to be an important share of the advertisement market and a major income source for large Internet companies. Its success relies not only on the explosive Internet use but also on successful implementation that made it a highly efficient and profitable concept for advertisers and search engines, in particular, through the use of keyword auctions. Up until now, most of the research relies on the simplest game-theoretic models to extract useful results. We extend the most common models to encapsulate an aspect of the system that only recently has begun to draw attention; the effect of competing advertisements on the user's actions and subsequently on the advertisers' campaign efficiency. We present models that take these effects into account while remaining simple enough for us to answer the most basic...

View more info...


See what other people are watching