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Current Issues in Keyword Auctions (Book Chapter)
De Liu University of Kentucky - Gatton College of Business and Economics Jianqing Chen University of Calgary - Haskayne School of Business Andrew B. Whinston University 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.
Keywords: keyword auctions, google, yahoo, online advertising JEL Classifications: D44, D82, M37 Working Paper SeriesDate posted: August 31, 2007 ; Last revised: March 11, 2008Suggested CitationContact Information
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