کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
552716 873258 2007 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Strategic bidder behavior in sponsored search auctions
موضوعات مرتبط
مهندسی و علوم پایه مهندسی کامپیوتر سیستم های اطلاعاتی
پیش نمایش صفحه اول مقاله
Strategic bidder behavior in sponsored search auctions
چکیده انگلیسی

We examine sponsored search auctions run by Overture (now part of Yahoo!) and Google and present evidence of strategic bidder behavior in these auctions. Between June 15, 2002, and June 14, 2003, we estimate that Overture's revenue might have been higher if it had been able to prevent this strategic behavior. We present an alternative mechanism that could reduce the amount of strategizing by bidders, raise search engines' revenues, and increase the efficiency of the market. We conclude by showing that strategic behavior has not disappeared over time; it remains present on both search engines.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Decision Support Systems - Volume 43, Issue 1, February 2007, Pages 192–198
نویسندگان
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