The Long Tail: Why the Future of Business Is Selling Less of More
The Long Tail: Why the Future of Business Is Selling Less of More
Keyword Generation for Search Engine Advertising
ICDMW '06 Proceedings of the Sixth IEEE International Conference on Data Mining - Workshops
Issues and Opinions---Information Technologies in Business: A Blueprint for Education and Research
Information Systems Research
IEEE Transactions on Knowledge and Data Engineering
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Sponsored search is the mechanism whereby advertisers pay a fee to Internet search engines to be displayed alongside organic (nonsponsored) web search results. Based on prior literature, we draw an analogy between these markets and financial markets. We use the analogy as well as the key differences to present a theoretical framework consisting of a set of research questions about the pricing of keywords and design choices available to firms in sponsored search markets. These questions define an agenda for future research in sponsored search markets. They also have practical implications for advertisers and online marketplaces such as search engines and social media sites that support advertising.