Cooperative Search Advertising

References

• Athey S, Ellison G (2011) Position auctions with consumer search. Quart. J. Econom. 126(3):1213–1270.Crossref, Google Scholar
• Bergen M, John G (1997) Understanding cooperative advertising participation rates in conventional channels. J. Marketing Res. 34(3):357–369.Crossref, Google Scholar
• Berger PD (1972) Vertical cooperative advertising ventures. J. Marketing Res. 9(3):309–312.Crossref, Google Scholar
• Chen Y, He C (2011) Paid placement: Advertising and search on the internet. Econom. J. 121(556):F309–F328.Google Scholar
• Coughlan AT, Wernerfelt B (1989) On credible delegation by oligopolists: A discussion of distribution channel management. Management Sci. 35(2):226–239.Link, Google Scholar
• Decarolis F, Rovigatti G (2017) Online auctions and digital marketing agencies. NET Institute Working Paper 17-18, Cambridge, MA.Google Scholar
• Decarolis F, Goldmanis M, Penta A (2017) Marketing agencies and collusive bidding in online ad auctions. NBER Working Paper 23962, Cambridge, MA.Crossref, Google Scholar
• Dellarocas C (2012) Double marginalization in performance-based advertising: Implications and solutions. Management Sci. 58(6):1178–1195.Link, Google Scholar
• Desai PS (1997) Advertising fee in business-format franchising. Management Sci. 43(10):1401–1419.Link, Google Scholar
• Desai PS, Shin W, Staelin R (2014) The company that you keep: When to buy a competitor’s keyword. Marketing Sci. 33(4):485–508.Link, Google Scholar
• Diamond PA (1971) A model of price adjustment. J. Econom. Theory 3(2):156–168.Crossref, Google Scholar
• Dutta S, Bergen M, John G, Rao A (1995) Variations in the contractual terms of cooperative advertising contracts: An empirical investigation. Marketing Lett. 6(1):15–22.Crossref, Google Scholar
• Edelman B, Ostrovsky M, Schwarz M (2007) Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. 97(1):242–259.Crossref, Google Scholar
• Feng J (2008) Optimal mechanism for selling a set of commonly ranked objects. Marketing Sci. 27(3):501–512.Link, Google Scholar
• Geylani T, Dukes AJ, Srinivasan K (2007) Strategic manufacturer response to a dominant retailer. Marketing Sci. 26(2):164–178.Link, Google Scholar
• Jerath K, Ma L, Park Y-H, Srinivasan K (2011) A “position paradox” in sponsored search auctions. Marketing Sci. 30(4):612–627.Link, Google Scholar
• Katona Z, Sarvary M (2010) The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. 29(2):199–215.Link, Google Scholar
• Kim SY, Staelin R (1999) Manufacturer allowances and retailer pass-through rates in a competitive environment. Marketing Sci. 18(1):59–76.Link, Google Scholar
• Lu S, Zhu Yi, Dukes A (2015) Position auctions with budget constraints: Implications for advertisers and publishers. Marketing Sci. 34(6):897–905.Link, Google Scholar
• McGuire TW, Staelin R (1983) An industry equilibrium analysis of downstream vertical integration. Marketing Sci. 2(2):161–191.Link, Google Scholar
• Nagler MG (2006) An exploratory analysis of the determinants of cooperative advertising participation rates. Marketing Lett. 17(2):91–102.Crossref, Google Scholar
• Narayanan S, Kalyanam K (2015) Position effects in search advertising and their moderators: A regression discontinuity approach. Marketing Sci. 34(3):388–407.Link, Google Scholar
• Sayedi A (2018) Real-time bidding in online display advertising. Marketing Sci. Forthcoming.Link, Google Scholar
• Sayedi A, Jerath K, Srinivasan K (2014) Competitive poaching in sponsored search advertising and its strategic impact on traditional advertising. Marketing Sci. 33(4):586–608.Link, Google Scholar
• Varian HR (2007) Position auctions. Internat. J. Indust. Organ. 25(6):1163–1178.Crossref, Google Scholar
• Villas-Boas JM (1998) Product line design for a distribution channel. Marketing Sci. 17(2):156–169.Link, Google Scholar
• Wilbur KC, Zhu Yi (2009) Click fraud. Marketing Sci. 28(2):293–308.Link, Google Scholar
• Xu L, Chen J, Whinston A (2011) Price competition and endogenous valuation in search advertising. J. Marketing Res. 48(3):566–586.Crossref, Google Scholar
• Zhu Y, Wilbur KC (2011) Hybrid advertising auctions. Marketing Sci. 30(2):249–273.Link, Google Scholar