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Current Issues in Keyword Auctions (Book Chapter)De LiuUniversity of Kentucky - Gatton College of Business and Economics Jianqing ChenUniversity of Texas at Dallas - Jindal School of Management Andrew B. WhinstonUniversity of Texas at Austin - Department of Information, Risk and Operations Management September 28, 2007 Abstract: Keyword auctions are another multi-billion dollar application of auctions after the celebrated eBay-like business-to-consumer auctions in electronic commerce. Inevitably, keyword auctions have recently gained attention among researchers. Questions regarding what (is keyword auction), why (we should use keyword auctions), and how (to design keyword auctions), have been raised. While some of these issues has become clearer over time, many are still open. The purpose of this paper is to summarize the current efforts to address these questions, focusing mainly on the third, that is, how to design effective keyword auctions. We also point out several issues for future research.
Number of Pages in PDF File: 38 Keywords: keyword auctions, google, yahoo, online advertising JEL Classification: D44, D82, M37 working papers seriesDate posted: August 31, 2007 ; Last revised: October 25, 2012Suggested CitationContact Information
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