Double Marginalization in Performance-Based Advertising: Implications and Solutions

References

• Agarwal N., Athey S., Yang D. Skewed bidding in pay-per-action auctions for online advertising. Amer. Econom. Rev. (2009) 99(2):441–447Crossref, Google Scholar
• Athey S., Ellison G. Position auctions with consumer search. Quart. J. Econom. (2011) 126(3):1213–1270Crossref, Google Scholar
• Bapna R., Dellarocas C., Rice S. Vertically-differentiated simultaneous Vickrey auctions: Theory and experimental evidence. Management Sci. (2010) 56(7):1074–1092Link, Google Scholar
• Chen Y., He C. Paid placement: Advertising and search on the Internet. Econom. J. (2011) 121(556):F309–F328Google Scholar
• Cournot A., Bacon N.Recherches sur les Principes Mathématiques de la Théorie des RichessesResearch into the Mathematical Principles of the Theory of Wealth (1838) (MacMillan, New York) . 1897Google Scholar
• Edelman B., Ostrovsky M., Schwarz M. Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. (2007) 97(1):242–259Crossref, Google Scholar
• Feldman J., Muthukrishnan S., Liu Z., Xia C. H. Algorithmic methods for sponsored search advertising. Performance Modeling and Engineering (2008) (Springer, New York) . Chap. 4Crossref, Google Scholar
• Feng J., Xie J. Performance-based advertising: Price and advertising and signals of product quality. (2007) . Working paper, University of Florida, Gainesville. http://ssrn.com/abstract=1027296Google Scholar
• Feng J., Bhargava H. K., Pennock D. M. Implementing sponsored search in Web search engines: Computational evaluation of alternative mechanisms. INFORMS J. Comput. (2007) 19(1):137–148Link, Google Scholar
• Hu Y. J. Performance-based pricing models in online advertising. (2004) . Working paper, Purdue University, West Lafayette, IN. http://ssrn.com/abstract=501082Crossref, Google Scholar
• Jeuland A. P., Shugan S. M. Managing channel profits. Marketing Sci. (1983) 2(3):239–272Link, Google Scholar
• Lahaie S., Pennock D. M., MacKie-Mason J. K., Parkes D. C., Resnick P. Revenue analysis of a family of ranking rules for keyword auctions. Proc. 8th ACM Conf. Electronic Commerce (2007) (ACM, New York) 50–56Crossref, Google Scholar
• Lahaie S., Pennock D. M., Saberi A., Vohra R. V., Nisan N., Roughgarden T., Tardos E., Vazirani V. Sponsored search auctions. Algorithmic Game Theory (2007) (Cambridge University Press, New York) . Chap. 28Crossref, Google Scholar
• Liu D., Chen J. Designing online auctions with past performance information. Decision Support Systems (2006) 42(3):1307–1320Crossref, Google Scholar
• Liu D., Viswanathan S. Information asymmetry and hybrid advertising. (2010) . Robert H. Smith School Research Paper RHS 06-139, University of Maryland, College Park. http://ssrn.com/abstract=1698524Google Scholar
• Liu D., Chen J., Whinston A. B., Admomavicius G., Gupta A. Current issues in keyword auctions. Handbook of Information Systems: Business Computing (2009) (Emerald Group, Bingley, UK) 69–96Google Scholar
• Mahdian M., Tomak K. Pay-per-action model for online advertising. Internat. J. Electronic Commerce (2008) 13(2):113–128Crossref, Google Scholar
• Milgrom P., Shannon C. Monotone comparative statics. Econometrica (1994) 62(1):157–180Crossref, Google Scholar
• Nazerzadeh H., Saberi A., Vohra R. Dynamic cost-per-action mechanisms and applications to online advertising. Proc. 17th Internat. Conf. World Wide Web (WWW '08) (2008) (ACM, New York) 179–188Crossref, Google Scholar
• Nisan N., Bayer J., Chandra D., Franji T., Gardner R., Matias Y., Rhodes N., et al. Google's auction for TV ads. Automata, Languages and Programming (2009) 5556(Springer, Berlin) 309–327Lecture Notes in Computer ScienceCrossref, Google Scholar
• Riley J. G., Samuelson W. F. Optimal auctions. Amer. Econom. Rev. (1981) 71(3):381–392Google Scholar
• Spengler J. Vertical integration and antitrust policy. J. Political Econom. (1950) 58(4):347–352Crossref, Google Scholar
• Topkis D. M.Supermodularity and Complementarity (1998) (Princeton University Press, Princeton, NJ) Crossref, Google Scholar
• Varian H. Position auctions. Internat. J. Indust. Organ. (2007) 25(6):1163–1178Crossref, Google Scholar
• Yao S., Mela C. F. Sponsored search auctions: Research opportunities in marketing. Foundations and Trends® in Marketing (2009) 3(2):75–126Crossref, Google Scholar
• Zhao H. Incentive-based compensation to advertising agencies: A principal-agent approach. Internat. J. Res. Marketing (2005) 22(3):255–275Crossref, Google Scholar