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An empirical analysis of return on investment maximization in sponsored search auctions.

Jason AuerbachJoel GalensonMukund Sundararajan
Published in: AdKDD@KDD (2008)
Keyphrases
  • return on investment
  • sponsored search auctions
  • budget constraints
  • decision makers
  • objective function
  • search engine
  • sponsored search
  • banking industry
  • software agents
  • bidding strategies