Article : texte imprimé

Cyclical bid adjustments in search-engine advertising

Xiaoquan (Michael) Zhang, Auteur ; Juan Feng, Auteur |

Dans Management science (Vol. 57 N° 9, Septembre 2011)

Keyword advertising, or sponsored search, is one of the most successful advertising models on the Internet. One distinctive feature of keyword auctions is that they enable advertisers to adjust their bids and rankings dynamically, and the payoff[...]

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