Advances in information technology have created radically new business models, most notably the integration of advertising with keyword-based targeting, or qkeyword advertising.q Keyword advertising has two main variations: advertising based on keywords employed by users in search engines, often known as qsponsored links, q and advertising based on keywords embedded in the content users view, often known as qcontextual advertising.q Keyword advertising providers such as Google and Yahoo! use auctions to allocate advertising slots. This dissertation examines the design of keyword auctions. It consists of three essays.0 0.2 0.4 0.6 0.8 1 1 0.9 0.8 0.7 0.6 0.5 0.4 0.3 0.2 0.1 share size high low price elasticity I³ Figure 4.1: Optimal Share Structure as a Function of I³, Q(s) = sI³ true. For example, (0.6, 0.2, 0.2) has a higher Herfindahl index than (0.5, 0.35, 0.15), but anbsp;...
|Title||:||Essays on Auction Mechanisms and Resource Allocation in Keyword Advertising|
|Publisher||:||ProQuest - 2008|