A "position paradox" in sponsored search auctions

Marketing Science

Volumn 30, Issue 4, 2011, Pages 612-627

  Jerath, Kinshuk ^a   Ma, Liye ^a   Park, Young Hoon ^b   Srinivasan, Kannan ^a  

^a CARNEGIE MELLON UNIVERSITY   (United States)

^b The Samuel Curtis Johnson Graduate School of Management   (United States)

Author keywords

Bidding strategy; Pay per click; Pay per impression; Search cost; Sponsored search advertising; Vertical differentiation

Indexed keywords

EID: 80051607859     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1110.0645     Document Type: Article

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