Article

An empirical investigation of the performance of online sponsored search markets

Authors:

Animesh Animesh,

Vandana Ramachandran,

Siva ViswanathanAuthors Info & Claims

ICEC '07: Proceedings of the ninth international conference on Electronic commerce

Pages 153 - 160

https://doi.org/10.1145/1282100.1282132

Published: 19 August 2007 Publication History

Abstract

Online sponsored search advertising has grown to become the dominant form of online advertising with the last few years, with Yahoo! and Google being the leading market providers. While firms bid for better placement in the listing of search results on both these sponsored search markets, Yahoo! and Google have traditionally employed different mechanisms to determine the placement of the advertisements. Using data from these sponsored search markets, this study compares the relative performance of these sponsored search markets and also examines whether intervention by the search intermediary impacts the outcomes in these markets. Our preliminary analysis uncovers interesting differences in the quality-position relationships across the two markets. We find that these differences are further validated by the results of the quantile as well as non-linear regression analyses.

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Digital Library

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Cited By

Wang HSong YWang LHu X(2019)Memory model for web ad effect based on multimodal featuresJournal of the Association for Information Science and Technology10.1002/asi.24214Online publication date: 12-Apr-2019
https://doi.org/10.1002/asi.24214
Ayanso AKarimi A(2018)The moderating effects of keyword competition on the determinants of ad position in sponsored search advertisingDecision Support Systems10.1016/j.dss.2014.11.00970:C(42-59)Online publication date: 30-Dec-2018
https://dl.acm.org/doi/10.1016/j.dss.2014.11.009
Jeziorski PSegal I(undefined)What Makes Them Click: Empirical Analysis of Consumer Demand for Search AdvertisingSSRN Electronic Journal10.2139/ssrn.1417625
https://doi.org/10.2139/ssrn.1417625
Show More Cited By

Index Terms

An empirical investigation of the performance of online sponsored search markets
1. Information systems
  1. Information retrieval

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Published In

cover image ACM Other conferences

ICEC '07: Proceedings of the ninth international conference on Electronic commerce

August 2007

482 pages

ISBN:9781595937001

DOI:10.1145/1282100

Conference Chairs:
Maria Gini
University of Minnesota, USA
,
Robert J. Kauffman
Arizona State University, USA
,
General Chair:
Donna Sarppo
University of Minnesota, USA
,
Program Chairs:
Chris Dellarocas
University of Maryland, USA
,
Frank Dignum
Universiteit Utrecht, Netherlands

Copyright © 2007 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 19 August 2007

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ICEC07

ICEC07: Ninth International Conference on Electronic Commerce

August 19 - 22, 2007

MN, Minneapolis, USA

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Overall Acceptance Rate 150 of 244 submissions, 61%

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Cited By

Wang HSong YWang LHu X(2019)Memory model for web ad effect based on multimodal featuresJournal of the Association for Information Science and Technology10.1002/asi.24214Online publication date: 12-Apr-2019
https://doi.org/10.1002/asi.24214
Ayanso AKarimi A(2018)The moderating effects of keyword competition on the determinants of ad position in sponsored search advertisingDecision Support Systems10.1016/j.dss.2014.11.00970:C(42-59)Online publication date: 30-Dec-2018
https://dl.acm.org/doi/10.1016/j.dss.2014.11.009
Jeziorski PSegal I(undefined)What Makes Them Click: Empirical Analysis of Consumer Demand for Search AdvertisingSSRN Electronic Journal10.2139/ssrn.1417625
https://doi.org/10.2139/ssrn.1417625
Bhargava HFeng J(undefined)A Model of Sponsored Results in Intelligent Recommenders and Search EnginesSSRN Electronic Journal10.2139/ssrn.1264018
https://doi.org/10.2139/ssrn.1264018

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