Hybrid keyword search auctions
Proceedings of the 18th international conference on World wide web
Proceedings of the 10th ACM conference on Electronic commerce
Contract Auctions for Sponsored Search
WINE '09 Proceedings of the 5th International Workshop on Internet and Network Economics
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Internet search companies generate the majority of their multibillion dollar revenue from selling ad placement, often in the form of short, textual ads that appear next to web search results. Such sponsored search ads are typically sold via pay-per-click auctions in which advertisers bid for placement, but pay publishers (i.e., search companies) only when users click on their ads. As payments are made only when ads are clicked, publishers consider both the advertiser's click bid and also the ad's quality (i.e., the probability of it being clicked) when deciding which ads to display [Edelman et al. 2007].