Skewed bidding in pay-per-action auctions for Online Advertising

American Economic Review

Volumn 99, Issue 2, 2009, Pages 441-447

  Agarwal, Nikhil ^a   Athey, Susan ^a   Yang, David ^a  

^a HARVARD UNIVERSITY   (United States)

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[No Author keywords available]

Indexed keywords

EID: 73849084575     PISSN: 00028282     EISSN: None     Source Type: Journal    
DOI: 10.1257/aer.99.2.441     Document Type: Conference Paper

References (11)

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2. Athey, Susan, and Glenn Ellison. 2008. "Position Auctions with Consumer Search." http://kuznets.harvard.edu/~athey/position.pdf.
3. Bajari, Patrick, Stephanie Houghton, and Steve Tadelis. 2006. "Bidding for Incomplete Contracts: An Empirical Analysis." National Bureau of Economic Research Working Paper 12051.
4. Edelman, Benjamin. 2008. "Securing Online Advertising: Rustlers and Sheriffs in the New Wild West." Harvard Business School Working Paper 09-039.
5. Edelman, Benjamin, Michael Ostrovsky, and Michael Schwarz. 2007. "Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords." American Economic Review, 97(1): 242-59.
6. Ewerhart, Christian, and Karsten Fieseler. 2003. "Procurement Auctions and Unit-Price Contracts." RAND Journal of Economics, 34(3): 569-81.
7. Google. 2007. "What is Pay-per-Action Advertising?" http://adwords.google.com/support/bin/answer.py?answer=61449&topic=11637 (accessed December 15, 2007).
8. Helft, Miguel. 2007. "Google Tests an Ad Idea: Pay Only for Results." New York Times, March21. http://www.nytimes.com/2007/03/21/ business/media/21google.html.
9. Immorlica, Nicole, Kamal Jain, Mohammad Mahdian, and Kunal Talwar. 2005. "Click Fraud Resistant Methods for Learning Click-Through Rates." Lecture Notes in Computer Science, 3828: 34-45.
10. Mahdian, Mohammad, and Kerem Tomak. 2007. "Pay-per-action Model for Online Advertising." Proceedings of the 3rd international Workshop on Internet and Network Economics, 4858: 549-57.
11. Spencer, Stephan. 2007. "Google deems payper-action as 'Holy Grail.'" CNET News Blog, August 22. http://www.news.com/8301-10784-3- 9764601-7.html.