Repeat search behavior: Implications for advertisers

Externalities among Advertisers in Sponsored Search

We introduce a novel computational model for single-keyword auctions in sponsored search, which explicitly models externality effects among the advertisers, an aspect that has not been (fully) reflected in the existing models, and is known to be prevalent in the behavior of real advertisers. Our model takes into account both positive and negative correlations between any pair of advertisers, an...

Managing Heterogeneity in Search-advertisers' Objectives

Utilization of search engines services is embedded in many people's daily activities. However, consumers do not pay for these services, they are financed through sponsored search. The prevailing Generalized Second Price (GSP) auction mechanism, which is used by search engine service providers to allocate advertising slots to advertisers, who bid on keywords, only charges advertisers for clicks ...

Who Are the Advertisers?

We seek to explain why TV advertising is dominated by a few product categories. We apply a model of the TV industry that encompasses both the product markets and the market for TV viewers to discuss who will advertise on TV. Under the assumption that viewers dislike advertising, entailing a contagion effect in advertising, we find that less profitable firms not only will advertise less than hig...

A Study on Potential Head Advertisers in Sponsored Search

This paper studies the advertisers from whom the search engine may increase the revenue by offering an advanced sponsored search service. We divide them into head and tail advertisers according to their contributions to the search engine revenue. Data analysis shows that some tail advertisers have large amount of budgets and low budget usage ratios, who aimed to achieve the planned campaign goa...

Search Engine Advertising: Empirical Analysis of Advertisers’ Bids & Performance