The impact of search engine optimization on online advertising market
ICEC '06 Proceedings of the 8th international conference on Electronic commerce: The new e-commerce: innovations for conquering current barriers, obstacles and limitations to conducting successful business on the internet
The Market Structure for Internet Search Engines
Journal of Management Information Systems
Web Portals: Evidence and Analysis of Media Concentration
Journal of Management Information Systems
Management and Valuation of Advertisement-Supported Web Sites
Journal of Management Information Systems
A Mechanism for On-line Advertisement Placement to Deter Click Fraud
International Journal of Electronic Commerce
A Mechanism for On-line Advertisement Placement to Deter Click Fraud
International Journal of Electronic Commerce
Internet portals' strategic utilization of UCC and Web 2.0 Ecology
Decision Support Systems
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INEEC03Balancing the amount of advertising and content on a web page affects the profitability of the web site and its attractiveness to potential visitors. This tradeoff is modelled as a control problem for a web site manager who is maximizing the net present value of cash flows by controlling the amount of advertising and content displayed on the web site over its life. The model is calibrated and justified using web site advertisement and audience data. A new measure of web site traffic is developed and it is statistically significant in explaining the market value of firms that own advertising supported web sites.