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- Implementing
Sponsored
Search in Web
Search
Engines:
Computational
Evaluation of
Alternative
Mechanisms: INFORMS J. on
Computing,
Vol. 19, No.
1. (January
2007), pp.
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 to
pay and their
relevance to
the search
term. Ranking
providers
based on the
product of
relevance and
bid price
performs well
and is robust
across varying
degrees of
correlation.
Ranking purely
based on bid
price fares
nearly as well
when bids and
relevance are
positively
correlated
(the expected
regime), and
is further
enhanced by
adding an
editorial
filter.
Regardless of
the allocation
mechanism,
sponsored
search
revenues are
lower when
users'
attention
decays quickly
at lower
ranks,
emphasizing
the need to
develop better
user
interfaces and
control
features. The
search engine
can address
initial
inscience of
relevance
scores by
modifying rank
allocations
over time as
it observes
clickthroughs
at each rank.
We propose a
rank-revision
strategy that
weights clicks
on lower
ranked items
more than
clicks on
higher ranked
items. This
method is
shown to
converge to
the optimal
(maximum
revenue)
ordering
faster and
more
consistently
than other
methods.
Source: INFORMS J. on Computing, Vol. 19, No. 1. (January 2007), pp. 137-148. - Market
Provision of
Broadcasting:
A Welfare
Analysis: The Review of
Economic
Studies, Vol.
72, No. 4.
(October
2005), pp.
947-972.This
paper presents
a theory of
the market
provision of
broadcasting
and uses it to
address the
nature of
market failure
in the
industry.
Equilibrium
advertising
levels may be
too low or too
high,
depending on
the nuisance
cost to
viewers, the
substitutabili
ty of
programmes,
and the
expected
benefits to
advertisers
from
contacting
viewers. The
equilibrium
amount of
programming
may also be
below or above
the socially
optimal level.
Perhaps
surprisingly,
the ability to
price
programming
may reduce
social
surplus, while
monopoly
ownership may
increase it.
Source: The Review of Economic Studies, Vol. 72, No. 4. (October 2005), pp. 947-972. - Information
Gatekeepers on
the Internet
and the
Competitivenes
s of
Homogeneous
Product
Markets: The American
Economic
Review, Vol.
91, No. 3.
(2001), pp.
454-474.We
examine the
equilibrium
interaction
between a
market for
price
information
(controlled by
a gatekeeper)
and the
homogenous
product market
it serves. The
gatekeeper
charges fees
to firms that
advertise
prices on its
Internet site
and to
consumers who
access the
list of
advertised
prices.
Gatekeeper
profits are
maximized in
an equilibrium
where (a) the
product market
exhibits price
dispersion;
(b) access
fees are
sufficiently
low that all
consumers
subscribe; (c)
advertising
fees exceed
socially
optimal
levels, thus
inducing
partial firm
participation;
and (d)
advertised
prices are
below
unadvertised
prices.
Introducing
the market for
information
has ambiguous
social welfare
effects.
Source: The American Economic Review, Vol. 91, No. 3. (2001), pp. 454-474. - Competition
Between
Networks: A
Study of the
Market for
Yellow Pages: Review of
Economic
Studies, Vol.
71, No. 2.
(2004), pp.
483-512.This
paper
estimates the
importance of
network
effects in the
market for
Yellow Pages.
I estimate
three
simultaneous
equations:
consumer
demand for
usage of a
directory,
advertiser
demand for
advertising
and a
publisher's
first-order
condition
(derived from
profit-maximiz
ing
behaviour).
Estimation
shows that
advertisers
value consumer
usage and that
consumers
value
advertising,
implying a
network
effect. I find
that
internalizing
network
effects would
significantly
increase
surplus. As an
application, I
consider
whether the
market
benefits from
monopoly
(which takes
advantage of
network
effects) or
oligopoly
(which reduces
market power).
I find that a
more
competitive
market is
preferable.
Source: Review of Economic Studies, Vol. 71, No. 2. (2004), pp. 483-512. - Press
advertising
and the ascent
of the `Pensée
Unique': European
Economic
Review, Vol.
45, No. 4-6.
(May 2001),
pp.
641-651.The
press industry
depends in a
crucial way on
the
possibility of
financing an
important
fraction of
its activities
by advertising
receipts. We
show that this
induces the
editors of
newspapers to
moderate, in
several cases,
the political
message they
display to
their readers,
compared with
the political
opinions they
would have
expressed
otherwise. To
this end, we
consider a
three-stage
game in which
editors select
sequentially
their
political
image, the
price of their
newspaper and
the
advertising
tariff they
oppose to the
advertisers.
The intuition
of the result
lies in the
fact that
editors have
to sell
tasteless
political
messages to
their readers
in order to
sell a larger
audience to
the
advertisers.
Source: European Economic Review, Vol. 45, No. 4-6. (May 2001), pp. 641-651.
If you would like to find additional social bookmark based links on the topic of Advertising we recommend the Open Tag Directory > Advertising. If you would like to find related tags we recommend Tag Patterns > Advertising.
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