Optimal quality scores in sponsored search auctions: Full extraction of advertisers' surplus
This paper shows that the quality scores in sponsored search auctions can be optimally chosen to extract all the advertisers' surplus. The reason for the full extraction result is that the quality scores may effectively set all the bidders' valuations equal to the highest valuation, which induces intense bidding competition.
|Date of creation:||2009|
|Date of revision:|
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NBER Working Papers
11765, National Bureau of Economic Research, Inc.
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