Journal article
Dynamic bidding strategies in search-based advertising
Abstract
Search-based advertising allows the advertisers to run special campaigns targeted to different groups of potential consumers at low costs. Google, Yahoo and Microsoft advertising programs allow the advertisers to bid for an ad position on the result page of a user’s query when the user searches for a keyword that the advertiser relates to its products or services. The expected revenue generated by the ad depends on the ad position, and the ad …
Authors
Dayanik S; Parlar M
Journal
Annals of Operations Research, Vol. 211, No. 1, pp. 103–136
Publisher
Springer Nature
Publication Date
December 2013
DOI
10.1007/s10479-013-1427-z
ISSN
0254-5330