Accurately interpreting clickthrough data as implicit feedback
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Truthful auctions for pricing search keywords
EC '06 Proceedings of the 7th ACM conference on Electronic commerce
An analysis of alternative slot auction designs for sponsored search
EC '06 Proceedings of the 7th ACM conference on Electronic commerce
An experimental comparison of click position-bias models
WSDM '08 Proceedings of the 2008 International Conference on Web Search and Data Mining
Externalities in online advertising
Proceedings of the 17th international conference on World Wide Web
A Cascade Model for Externalities in Sponsored Search
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
Sponsored Search Auctions with Markovian Users
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
On the Equilibria and Efficiency of the GSP Mechanism in Keyword Auctions with Externalities
WINE '08 Proceedings of the 4th International Workshop on Internet and Network Economics
Expressive auctions for externalities in online advertising
Proceedings of the 19th international conference on World wide web
Northern exposure: a field experiment measuring externalities between search advertisements
Proceedings of the 11th ACM conference on Electronic commerce
Optimal auctions with positive network externalities
Proceedings of the 12th ACM conference on Electronic commerce
Money for nothing: exploiting negative externalities
Proceedings of the 12th ACM conference on Electronic commerce
Externalities among advertisers in sponsored search
SAGT'11 Proceedings of the 4th international conference on Algorithmic game theory
Sequential auctions and externalities
Proceedings of the twenty-third annual ACM-SIAM symposium on Discrete Algorithms
Sponsored search auctions: an overview of research with emphasis on game theoretic aspects
Electronic Commerce Research
Budget optimization for online campaigns with positive carryover effects
WINE'12 Proceedings of the 8th international conference on Internet and Network Economics
Ad allocation for browse sessions
WINE'12 Proceedings of the 8th international conference on Internet and Network Economics
Optimal Auctions with Positive Network Externalities
ACM Transactions on Economics and Computation - Special Issue on Algorithmic Game Theory
Competitive auctions for markets with positive externalities
ICALP'13 Proceedings of the 40th international conference on Automata, Languages, and Programming - Volume Part II
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The value of acquiring a slot in a sponsored search list (that comes along with the organic links in a search engine's result page) might depend on who else is shown in the other sponsored positions. To empirically evaluate this claim, we develop a model of ordered search applied to keyword advertising, in which users browse slots from the top to the bottom of the sponsored list and make their clicking decisions slot by slot. Our contribution is twofold: first, we use impression and click data from Microsoft Live to estimate the ordered search model. With these estimates in hand, we are able to assess how the click-through rate of an ad is affected by the user's click history and by the other competing links. Our dataset suggests that externality effects are indeed economically and statistically significant. Second, we study Nash equilibria of the Generalized Second Price Auction (GSP) and characterize the scoring rule that produces greatest profits in a complete information setting.