This paper explores an important and relatively unstudied quality measure of a sponsored search advertisement: bounce rate. The bounce rate of an ad can be informally defined as t...
D. Sculley, Robert G. Malkin, Sugato Basu, Roberto...
We introduce an exploration scheme aimed at learning advertiser click-through rates in sponsored search auctions with minimal effect on advertiser incentives. The scheme preserves...
Jennifer Wortman, Yevgeniy Vorobeychik, Lihong Li,...
Abstract. The standard business model in the sponsored search marketplace is to sell click-throughs to the advertisers. This involves running an auction that allocates advertisemen...
Sai-Ming Li, Mohammad Mahdian, Randolph Preston Mc...
In sponsored search auctions advertisers typically pay a fixed amount per click that their advertisements receive. In particular, the advertiser and the publisher enter into a con...
We study keyword auctions in a model where each advertiser has a value for every slot, which is not necessarily proportional to the number of clicks the advertiser expects to rece...