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Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords

Citations

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Cited by:

  1. Susan Athey & Michael Luca, 2019. "Economists (and Economics) in Tech Companies," Journal of Economic Perspectives, American Economic Association, vol. 33(1), pages 209-230, Winter.
  2. Abou Nabout, Nadia & Skiera, Bernd, 2012. "Return on Quality Improvements in Search Engine Marketing," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 141-154.
  3. Alcalde, José & Dahm, Matthias, 2020. "Affirmative Action Through Endogenous Set-Asides," QM&ET Working Papers 20-1, University of Alicante, D. Quantitative Methods and Economic Theory.
  4. Yongmin Chen & Chuan He, 2011. "Paid Placement: Advertising and Search on the Internet," Economic Journal, Royal Economic Society, vol. 121(556), pages 309-328, November.
  5. Yiding Feng & Yaonan Jin, 2024. "Beyond Regularity: Simple versus Optimal Mechanisms, Revisited," Papers 2411.03583, arXiv.org.
  6. Siddharth Prasad & Maria-Florina Balcan & Tuomas Sandholm, 2025. "Revenue-Optimal Efficient Mechanism Design with General Type Spaces," Papers 2505.13687, arXiv.org.
  7. Romans Pancs, 2024. "A vaccine auction," Review of Economic Design, Springer;Society for Economic Design, vol. 28(4), pages 763-780, December.
  8. Kinshuk Jerath & Liye Ma & Young-Hoon Park & Kannan Srinivasan, 2011. "A "Position Paradox" in Sponsored Search Auctions," Marketing Science, INFORMS, vol. 30(4), pages 612-627, July.
  9. Hamid Nazerzadeh & Amin Saberi & Rakesh Vohra, 2013. "Dynamic Pay-Per-Action Mechanisms and Applications to Online Advertising," Operations Research, INFORMS, vol. 61(1), pages 98-111, February.
  10. Jang, Sungha & Kim, Alex Jiyoung & Yoon, Jiho, 2022. "Multiple keywords management in sponsored search advertising with interrelated consumer clicks," Journal of Business Research, Elsevier, vol. 140(C), pages 459-470.
  11. Francesco Decarolis & Maris Goldmanis & Antonio Penta & Ksenia Shakhgildyan, 2023. "Bid Coordination in Sponsored Search Auctions: Detection Methodology and Empirical Analysis," Journal of Industrial Economics, Wiley Blackwell, vol. 71(2), pages 570-592, June.
  12. Peter Csoka & P. Jean-Jacques Herings, 2022. "Centralized clearing mechanisms: A programming approach," The Journal of Mechanism and Institution Design, Society for the Promotion of Mechanism and Institution Design, University of York, vol. 7(1), pages 45-69, December.
  13. Alexandre Cornière & Greg Taylor, 2014. "Integration and search engine bias," RAND Journal of Economics, RAND Corporation, vol. 45(3), pages 576-597, September.
  14. Scott Duke Kominers & Alexander Teytelboym & Vincent P Crawford, 2017. "An invitation to market design," Oxford Review of Economic Policy, Oxford University Press and Oxford Review of Economic Policy Limited, vol. 33(4), pages 541-571.
  15. Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015. "In Google we trust?," International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
  16. Parag A. Pathak & Alex Rees-Jones & Tayfun Sönmez, 2025. "Immigration Lottery Design: Engineered and Coincidental Consequences of H-1B Reforms," The Review of Economics and Statistics, MIT Press, vol. 107(1), pages 1-13, January.
  17. Dirk Bergemann & Marek Bojko & Paul Dutting & Renato Paes Leme & Haifeng Xu & Song Zuo, 2024. "Data-Driven Mechanism Design: Jointly Eliciting Preferences and Information," Papers 2412.16132, arXiv.org.
  18. Andrey Simonov & Shawndra Hill, 2021. "Competitive Advertising on Brand Search: Traffic Stealing and Click Quality," Marketing Science, INFORMS, vol. 40(5), pages 923-945, September.
  19. Zhe Zhang & Young Kwark & Srinivasan Raghunathan, 2025. "Separating Advertising and Marketplace Functions of E-commerce Platforms: Is it Social Welfare Enhancing?," Papers 2502.08548, arXiv.org.
  20. Matt Van Essen & John Wooders, 2018. "Allocating Positions Fairly: An Auction and its Relationship to the Shapley Value," Working Papers 20180019, New York University Abu Dhabi, Department of Social Science, revised Aug 2018.
  21. Wei He & Jiangtao Li & Weijie Zhong, 2024. "Rank-Guaranteed Auctions," Papers 2408.12001, arXiv.org.
  22. Philippe Jehiel & Laurent Lamy, 2020. "On the Benefits of Set-Asides," Journal of the European Economic Association, European Economic Association, vol. 18(4), pages 1655-1696.
  23. Dirk Bergemann & Juuso V‰lim‰ki, 2010. "The Dynamic Pivot Mechanism," Econometrica, Econometric Society, vol. 78(2), pages 771-789, March.
  24. White, Alexander, 2013. "Search engines: Left side quality versus right side profits," International Journal of Industrial Organization, Elsevier, vol. 31(6), pages 690-701.
  25. Frank Kelly & Peter Key & Neil Walton, 2016. "Efficient Advert Assignment," Operations Research, INFORMS, vol. 64(4), pages 822-837, August.
  26. Jens Prüfer & Christoph Schottmüller, 2021. "Competing with Big Data," Journal of Industrial Economics, Wiley Blackwell, vol. 69(4), pages 967-1008, December.
  27. Ignacio Palacios-Huerta & David C. Parkes & Richard Steinberg, 2024. "Combinatorial Auctions in Practice," Journal of Economic Literature, American Economic Association, vol. 62(2), pages 517-553, June.
  28. L. Elisa Celis & Gregory Lewis & Markus Mobius & Hamid Nazerzadeh, 2014. "Buy-It-Now or Take-a-Chance: Price Discrimination Through Randomized Auctions," Management Science, INFORMS, vol. 60(12), pages 2927-2948, December.
  29. Alex Kim & Subramanian Balachander & Karthik Kannan, 2012. "On the optimal number of advertising slots in a generalized second-price auction," Marketing Letters, Springer, vol. 23(3), pages 851-868, September.
  30. Patrick Hummel, 2018. "Hybrid mechanisms for Vickrey–Clarke–Groves and generalized second-price bids," International Journal of Game Theory, Springer;Game Theory Society, vol. 47(1), pages 331-350, March.
  31. Ming Chen & Sareh Nabi & Marciano Siniscalchi, 2023. "Advancing Ad Auction Realism: Practical Insights & Modeling Implications," Papers 2307.11732, arXiv.org, revised Apr 2024.
  32. Igor Sadoune & Marcelin Joanis & Andrea Lodi, 2025. "Implementing a Hierarchical Deep Learning Approach for Simulating Multilevel Auction Data," Computational Economics, Springer;Society for Computational Economics, vol. 65(4), pages 2029-2056, April.
  33. Zhu Mingxi & Song Michelle, 2024. "Design Information Disclosure under Bidder Heterogeneity in Online Advertising Auctions: Implications of Bid-Adherence Behavior," Papers 2410.05535, arXiv.org.
  34. Chen, Ning & Ghosh, Arpita & Lambert, Nicolas S., 2014. "Auctions for social lending: A theoretical analysis," Games and Economic Behavior, Elsevier, vol. 86(C), pages 367-391.
  35. Bayrak, Halil I. & Pınar, Mustafa Ç., 2016. "Generalized second price auction is optimal for discrete types," Economics Letters, Elsevier, vol. 141(C), pages 35-38.
  36. Cédric Argenton & Jens Prüfer, 2012. "Search Engine Competition With Network Externalities," Journal of Competition Law and Economics, Oxford University Press, vol. 8(1), pages 73-105.
  37. Shumpei Goke & Gabriel Y. Weintraub & Ralph Mastromonaco & Sam Seljan, 2021. "Bidders' Responses to Auction Format Change in Internet Display Advertising Auctions," Papers 2110.13814, arXiv.org, revised Jan 2022.
  38. Hitoshi Matsushima, 2012. "Optimal Multiunit Exchange Design," CARF F-Series CARF-F-279, Center for Advanced Research in Finance, Faculty of Economics, The University of Tokyo.
  39. Shengwu Li, 2017. "Obviously Strategy-Proof Mechanisms," American Economic Review, American Economic Association, vol. 107(11), pages 3257-3287, November.
  40. Alexandre de Cornière, 2009. "Targeted advertising with consumer search: an economic analysis of keywords advertising," Working Papers halshs-00575074, HAL.
  41. McLaughlin, Kevin & Friedman, Daniel, 2016. "Online ad auctions: An experiment," Discussion Papers, Research Professorship Market Design: Theory and Pragmatics SP II 2016-501, WZB Berlin Social Science Center.
  42. Kaplan, Todd R. & Zamir, Shmuel, 2015. "Advances in Auctions," Handbook of Game Theory with Economic Applications,, Elsevier.
  43. Ying-Ju Chen, 2017. "Optimal Dynamic Auctions for Display Advertising," Operations Research, INFORMS, vol. 65(4), pages 897-913, August.
  44. Anindya Ghose & Sha Yang, 2007. "An Empirical Analysis of Search Engine Advertising: Sponsored Search and Cross-Selling in Electronic Markets," Working Papers 07-35, NET Institute, revised Sep 2007.
  45. Haoyu Liu & Shulin Liu, 2019. "Considering In-App Advertising Mode, Platform-App Channel Coordination by a Sustainable Cooperative Advertising Mechanism," Sustainability, MDPI, vol. 12(1), pages 1-28, December.
  46. Francesco Decarolis & Maris Goldmanis & Antonio Penta, 2020. "Marketing Agencies and Collusive Bidding in Online Ad Auctions," Management Science, INFORMS, vol. 66(10), pages 4433-4454, October.
  47. Parag A. Pathak & Tayfun Sönmez & M. Utku Ünver & M. Bumin Yenmez, 2024. "Fair Allocation of Vaccines, Ventilators and Antiviral Treatments: Leaving No Ethical Value Behind in Healthcare Rationing," Management Science, INFORMS, vol. 70(6), pages 3999-4036, June.
  48. Susan Athey & Glenn Ellison, 2011. "Position Auctions with Consumer Search," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 126(3), pages 1213-1270.
  49. Francesco Decarolis & Gabriele Rovigatti, 2017. "Online Auctions and Digital Marketing Agencies," Working Papers 17-08, NET Institute.
  50. Sami Najafi-Asadolahi & Kristin Fridgeirsdottir, 2014. "Cost-per-Click Pricing for Display Advertising," Manufacturing & Service Operations Management, INFORMS, vol. 16(4), pages 482-497, October.
  51. Bae, Jinsoo & Kagel, John H., 2019. "An experimental study of the generalized second price auction," International Journal of Industrial Organization, Elsevier, vol. 63(C), pages 44-68.
  52. Bo Cowgill & Cosmina Dorobantu, 2018. "Competition and Specificity in Market Design: Evidence from Geotargeted Advertising," Working Papers 18-09, NET Institute, revised Sep 2018.
  53. Paul Milgrom, 2007. "Simplified Mechanisms with Applications to Sponsored Search and Package Auctions," Discussion Papers 07-008, Stanford Institute for Economic Policy Research.
  54. Mahsa Derakhshan & Negin Golrezaei & Renato Paes Leme, 2022. "Linear Program-Based Approximation for Personalized Reserve Prices," Management Science, INFORMS, vol. 68(3), pages 1849-1864, March.
  55. Ola Andersson & Tommy Andersson, 2017. "Timing and presentation effects in sequential auctions," The Journal of Mechanism and Institution Design, Society for the Promotion of Mechanism and Institution Design, University of York, vol. 2(1), pages 39-55, December.
  56. Mu'alem, Ahuva, 2014. "Fair by design: Multidimensional envy-free mechanisms," Games and Economic Behavior, Elsevier, vol. 88(C), pages 29-46.
  57. Sham M. Kakade & Ilan Lobel & Hamid Nazerzadeh, 2013. "Optimal Dynamic Mechanism Design and the Virtual-Pivot Mechanism," Operations Research, INFORMS, vol. 61(4), pages 837-854, August.
  58. Xiaoping Liu & Xiao-Bai Li, 2024. "Cost-Effective Acquisition of First-Party Data for Business Analytics," INFORMS Journal on Computing, INFORMS, vol. 36(5), pages 1242-1260, September.
  59. Przemys?aw Jeziorski & Sridhar Moorthy, 2018. "Advertiser Prominence Effects in Search Advertising," Management Science, INFORMS, vol. 64(3), pages 1365-1383, March.
  60. Preyas S. Desai & Woochoel Shin & Richard Staelin, 2014. "The Company That You Keep: When to Buy a Competitor's Keyword," Marketing Science, INFORMS, vol. 33(4), pages 485-508, July.
  61. Смирнов А.С., 2015. "Рынки Контекстной Рекламы: Подходы И Теоретические Модели," Журнал Экономика и математические методы (ЭММ), Центральный Экономико-Математический Институт (ЦЭМИ), vol. 51(4), pages 14-24, октябрь.
  62. Kenneth C. Wilbur & Yi Zhu, 2009. "Click Fraud," Marketing Science, INFORMS, vol. 28(2), pages 293-308, 03-04.
  63. Kim, Alex Jiyoung & Jang, Sungha & Shin, Hyun S., 2021. "How should retail advertisers manage multiple keywords in paid search advertising?," Journal of Business Research, Elsevier, vol. 130(C), pages 539-551.
  64. Pengfei Liu, 2021. "Balancing Cost Effectiveness and Incentive Properties in Conservation Auctions: Experimental Evidence from Three Multi-award Reverse Auction Mechanisms," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 78(3), pages 417-451, March.
  65. Animesh Animesh & Vandana Ramachandran & Siva Viswanathan, 2010. "Research Note ---Quality Uncertainty and the Performance of Online Sponsored Search Markets: An Empirical Investigation," Information Systems Research, INFORMS, vol. 21(1), pages 190-201, March.
  66. Varian, Hal R., 2007. "Position auctions," International Journal of Industrial Organization, Elsevier, vol. 25(6), pages 1163-1178, December.
  67. Motta, Massimo & Penta, Antonio, 2022. "Market Effects of Sponsored Search Auctions," CEPR Discussion Papers 17401, C.E.P.R. Discussion Papers.
  68. Tayfun Sönmez & M. Bumin Yenmez, 2019. "Affirmative Action in India via Vertical and Horizontal Reservations," Boston College Working Papers in Economics 977, Boston College Department of Economics.
  69. Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Cowles Foundation Discussion Papers 1758R, Cowles Foundation for Research in Economics, Yale University, revised Aug 2010.
  70. Qingmin Liu & George J. Mailath & Andrew Postlewaite & Larry Samuelson, 2012. "Matching with Incomplete Information," Levine's Working Paper Archive 786969000000000551, David K. Levine.
  71. C.-Philipp Heller & Johannes Johnen & Sebastian Schmitz, 2019. "Congestion Pricing: A Mechanism Design Approach," Journal of Transport Economics and Policy, University of Bath, vol. 53(1), pages 74-7-98.
  72. Alex Jiyoung Kim & Subramanian Balachander, 2023. "Coordinating traditional media advertising and online advertising in brand marketing," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1865-1879, June.
  73. Fei Long & Kinshuk Jerath & Miklos Sarvary, 2022. "Designing an Online Retail Marketplace: Leveraging Information from Sponsored Advertising," Marketing Science, INFORMS, vol. 41(1), pages 115-138, January.
  74. Feng Wang & Li Zuo & Zhi Yang & Yueyan Wu, 2019. "Mobile searching versus online searching: differential effects of paid search keywords on direct and indirect sales," Journal of the Academy of Marketing Science, Springer, vol. 47(6), pages 1151-1165, November.
  75. Aytek Erdil & Paul Klemperer, 2010. "A New Payment Rule for Core-Selecting Package Auctions," Journal of the European Economic Association, MIT Press, vol. 8(2-3), pages 537-547, 04-05.
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