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Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms
2007
INFORMS journal on computing
T he practice of sponsored search advertising-where advertisers pay a fee to appear alongside particular Web search results-is now one of the largest and fastest growing source of revenue for Web search engines. We model and compare several mechanisms for allocating sponsored slots, including stylized versions of those used by Overture and Google, the two biggest brokers of sponsored search. The performance of these mechanisms depends on the degree of correlation between providers' willingness
doi:10.1287/ijoc.1050.0135
fatcat:4dzqaw5phbeejlz66jqe72ipua