Bidding on Keyword Auctions: Advertiser's Perspective.
Anurag GargSoohyun ChoHaldun AytugPublished in: ICIS (2021)
Keyphrases
- sponsored search advertising
- auction mechanisms
- sponsored search auctions
- bidding strategies
- combinatorial auctions
- online auctions
- mechanism design
- budget constraints
- multi attribute
- multi unit
- marginal utility
- game theory
- resource allocation
- winner determination
- keywords
- contextual advertising
- trading agents
- auction protocol
- sponsored search
- search engine
- online advertising
- reverse auction
- viewpoint
- electronic marketplaces
- multiple criteria
- sealed bid
- keyword extraction
- search queries
- search advertising
- click through rate
- test bed