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Internet search engines and comparison shopping have recently begun implementing a paid placement strategy, where some content providers are given prominent positioning in return for a placement fee. This bias generates placement revenues but creates a disutility to users, thus reducing userbased revenues. We formulate the search engine design problem as a tradeoff between these two types of revenues. We demonstrate that the optimal placement strategy depends on the relative benefits (todoi:10.1145/511446.511462 dblp:conf/www/BhargavaF02 fatcat:nvubfs7h2nbjxpz4kygbiy5aim