skip to content
Sponsored search auctions : research opportunities in marketing Preview this item
ClosePreview this item
Checking...

Sponsored search auctions : research opportunities in marketing

Author: Song Yao; Carl F Mela
Publisher: Hanover, Mass. : Now Publishers, ©2009.
Series: Foundations and trends in marketing (Online), v. 3, issue 2, p. 75-126.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
We systematically overview the literature in keyword search and propose several promising research directions. The paper is organized by each agent in the search process; searchers, advertisers and the search engine and reviews the key research issues for each. For each group, we outline the decision process involved in keyword search. For searchers, this involves what to search, where to search, which results to  Read more...
Rating:

(not yet rated) 0 with reviews - Be the first.

Subjects
More like this

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Yao, Song.
Sponsored Search Auctions : Research Opportunities in Marketing.
Boston : Now Publishers, ©2014
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Song Yao; Carl F Mela
ISBN: 9781601982292 1601982291
OCLC Number: 794208799
Description: 1 online resource (76-126 pages).
Contents: Introduction --
An introduction of sponsored search auctions --
Internet users --
Choosing engines and keywords --
Choosing search websites to investigate --
Choosing links to click --
Advertisers --
Which search engines and which words to bid --
How to measure the value of an advertising spot --
How much to bid --
Search engines --
Optimal auction design --
Search query results --
Targeted marketing-product differentiation across users --
Customer value in a two-sided market --
Price dispersion among advertisers' goods --
Click fraud --
Conclusion --
References.
Series Title: Foundations and trends in marketing (Online), v. 3, issue 2, p. 75-126.
Responsibility: by Song Yao and Carl F. Mela.
More information:

Abstract:

Sponsored Search Auctions reviews current academic research on this nascent topic with a focus on future practical and research opportunities.  Read more...

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/794208799> # Sponsored search auctions : research opportunities in marketing
    a schema:Book, schema:CreativeWork, schema:MediaObject ;
   library:oclcnum "794208799" ;
   library:placeOfPublication <http://id.loc.gov/vocabulary/countries/mau> ;
   library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/3374309867#Place/hanover_mass> ; # Hanover, Mass.
   schema:about <http://dewey.info/class/025.04/e22/> ;
   schema:about <http://id.worldcat.org/fast/876247> ; # Consumer behavior--Psychological aspects
   schema:about <http://experiment.worldcat.org/entity/work/data/3374309867#Topic/internet_searching_research> ; # Internet searching--Research
   schema:about <http://experiment.worldcat.org/entity/work/data/3374309867#Topic/keyword_searching_research> ; # Keyword searching--Research
   schema:about <http://experiment.worldcat.org/entity/work/data/3374309867#Topic/internet_advertising_research> ; # Internet advertising--Research
   schema:about <http://experiment.worldcat.org/entity/work/data/3374309867#Topic/web_search_engines_research> ; # Web search engines--Research
   schema:about <http://id.worldcat.org/fast/837881> ; # Brand loyalty
   schema:about <http://experiment.worldcat.org/entity/work/data/3374309867#Topic/business_&_economics_marketing_research> ; # BUSINESS & ECONOMICS--Marketing--Research
   schema:bookFormat schema:EBook ;
   schema:contributor <http://viaf.org/viaf/66074513> ; # Carl F. Mela
   schema:copyrightYear "2009" ;
   schema:creator <http://viaf.org/viaf/120511420> ; # Song Yao
   schema:datePublished "2009" ;
   schema:description "We systematically overview the literature in keyword search and propose several promising research directions. The paper is organized by each agent in the search process; searchers, advertisers and the search engine and reviews the key research issues for each. For each group, we outline the decision process involved in keyword search. For searchers, this involves what to search, where to search, which results to click, and when to exit search. For advertisers, this involves where to bid and which word or words to bid on, and how searchers and auction mechanisms moderate these behaviors. The search engine faces choices on mechanism design, website design and how much information to share with its advertisers and searchers. These choices have implications for customer lifetime value and the nature of competition between advertisers. Overall, we list a number of potential areas of future research arising from the decision processes of these various agents."@en ;
   schema:description "Introduction -- An introduction of sponsored search auctions -- Internet users -- Choosing engines and keywords -- Choosing search websites to investigate -- Choosing links to click -- Advertisers -- Which search engines and which words to bid -- How to measure the value of an advertising spot -- How much to bid -- Search engines -- Optimal auction design -- Search query results -- Targeted marketing-product differentiation across users -- Customer value in a two-sided market -- Price dispersion among advertisers' goods -- Click fraud -- Conclusion -- References."@en ;
   schema:exampleOfWork <http://worldcat.org/entity/work/id/3374309867> ;
   schema:genre "Electronic books"@en ;
   schema:inLanguage "en" ;
   schema:isPartOf <http://worldcat.org/issn/1555-0761> ; # Foundations and trends in marketing (Online) ;
   schema:isSimilarTo <http://worldcat.org/entity/work/data/3374309867#CreativeWork/sponsored_search_auctions_research_opportunities_in_marketing> ;
   schema:name "Sponsored search auctions : research opportunities in marketing"@en ;
   schema:productID "794208799" ;
   schema:publication <http://www.worldcat.org/title/-/oclc/794208799#PublicationEvent/hanover_mass_now_publishers_2009> ;
   schema:publisher <http://experiment.worldcat.org/entity/work/data/3374309867#Agent/now_publishers> ; # Now Publishers
   schema:url <http://site.ebrary.com/id/10437453> ;
   schema:url <http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=352790> ;
   schema:url <http://public.eblib.com/choice/publicfullrecord.aspx?p=3383653> ;
   schema:workExample <http://worldcat.org/isbn/9781601982292> ;
   schema:workExample <http://dx.doi.org/10.1561/1700000013> ;
   wdrs:describedby <http://www.worldcat.org/title/-/oclc/794208799> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/3374309867#Topic/business_&_economics_marketing_research> # BUSINESS & ECONOMICS--Marketing--Research
    a schema:Intangible ;
   schema:name "BUSINESS & ECONOMICS--Marketing--Research"@en ;
    .

<http://id.worldcat.org/fast/837881> # Brand loyalty
    a schema:Intangible ;
   schema:name "Brand loyalty"@en ;
    .

<http://id.worldcat.org/fast/876247> # Consumer behavior--Psychological aspects
    a schema:Intangible ;
   schema:name "Consumer behavior--Psychological aspects"@en ;
    .

<http://viaf.org/viaf/120511420> # Song Yao
    a schema:Person ;
   schema:familyName "Yao" ;
   schema:givenName "Song" ;
   schema:name "Song Yao" ;
    .

<http://viaf.org/viaf/66074513> # Carl F. Mela
    a schema:Person ;
   schema:familyName "Mela" ;
   schema:givenName "Carl F." ;
   schema:name "Carl F. Mela" ;
    .

<http://worldcat.org/entity/work/data/3374309867#CreativeWork/sponsored_search_auctions_research_opportunities_in_marketing>
    a schema:CreativeWork ;
   rdfs:label "Sponsored Search Auctions : Research Opportunities in Marketing." ;
   schema:description "Print version:" ;
   schema:isSimilarTo <http://www.worldcat.org/oclc/794208799> ; # Sponsored search auctions : research opportunities in marketing
    .

<http://worldcat.org/isbn/9781601982292>
    a schema:ProductModel ;
   schema:isbn "1601982291" ;
   schema:isbn "9781601982292" ;
    .

<http://worldcat.org/issn/1555-0761> # Foundations and trends in marketing (Online) ;
    a bgn:PublicationSeries ;
   schema:hasPart <http://www.worldcat.org/oclc/794208799> ; # Sponsored search auctions : research opportunities in marketing
   schema:issn "1555-0761" ;
   schema:name "Foundations and trends in marketing (Online) ;" ;
   schema:name "Foundations and trends in marketing," ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.