Full metadata record
DC Field | Value | Language |
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dc.contributor.author | Chen, Yongmin - University of Colorado at Boulder | - |
dc.contributor.author | He, Chuan - University of Colorado at Boulder | - |
dc.date.accessioned | 2009-12-10T22:23:42Z | - |
dc.date.available | 2009-12-10T22:23:42Z | - |
dc.date.issued | 2006 | - |
dc.identifier.uri | http://hdl.handle.net/2451/28445 | - |
dc.description.abstract | Paid placement, where advertisers bid payments to a search engine to have their products appear next to keyword search results, has emerged as a predominant form of advertising on the Internet. This paper studies a product-di¤erentiation model where consumers are initially uncertain about the desirability of and valuation for di¤erent sellers products, and can learn about a seller s product through a costly search. In equilibrium, a seller bids more for placement when his product is more relevant for a given keyword, and the paid placement of sellers by the search engine reveals information about the relevance of their products. This results in e¢ cient (sequential) search by consumers and increases total output. | en |
dc.relation.ispartofseries | NET Institute Working Paper;06-02 | - |
dc.subject | Paid placement, Advertising, Auction, E-commerce, Search | en |
dc.title | Paid Placement: Advertising and Search on the Internet | en |
Appears in Collections: | NET Institute Working Papers Series |
Files in This Item:
File | Description | Size | Format | |
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Chen-He_06-02.pdf | 198.11 kB | Adobe PDF | View/Open |
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