Current Issues in Keyword Auctions (Book Chapter)

Liu, De; Chen, Jianqing; Whinston, Andrew B.

doi:10.2139/ssrn.1008496

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Current Issues in Keyword Auctions (Book Chapter)

38 Pages Posted: 31 Aug 2007 Last revised: 11 Mar 2008

See all articles by De Liu

Jianqing Chen

The University of Texas at Dallas, Jindal School of Management

Andrew B. Whinston

University of Texas at Austin - Department of Information, Risk and Operations Management

Date Written: 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 Classification: D44, D82, M37

Suggested Citation: Suggested Citation

Liu, De and Chen, Jianqing and Whinston, Andrew B., Current Issues in Keyword Auctions (Book Chapter) (September 28, 2007). Available at SSRN: https://ssrn.com/abstract=1008496 or http://dx.doi.org/10.2139/ssrn.1008496