Sponsored search: an overview of the concept, history, and technology

Bernard J. Jansen, Tracy Mullen
2008 International Journal of Electronic Business  
The success of sponsored search has radically affected how people interact with the information, websites, and services on the web. Sponsored search provides the necessary revenue streams to web search engines and is critical to the success of many online businesses. However, there has been limited academic examination of sponsored search, with the exception of online auctions. In this paper, we conceptualise the sponsored search process as an aspect of information searching. We provide a brief
more » ... history of sponsored search and an extensive examination of the technology making sponsored search possible. We critique this technology, highlighting possible implications for the future of the sponsored search process. University. He has more than 120 publications in the area of information technology and systems, with papers appearing in a wide range of journals and conferences. Several agencies and corporations have supported his research. He has received several awards and honours, including an ACM Research Award and six application development awards, along with other writing, publishing, research, and leadership honours.
doi:10.1504/ijeb.2008.018068 fatcat:52waipij3zfqbln2asfq3itqmi