Title :
Sponsored search theory: How is it going?
Author :
Ou, Haiying ; Lv, Tingie
Author_Institution :
Sch. of Econ. & Manage., Beijing Univ. of Posts & Telecommun., Beijing, China
Abstract :
With its billions of dollars to search engine providers, sponsored search has been one of the hot topics of electronic commerce not only in practice but also in academy in recent years. We present some main progresses in sponsored search theory, including auction mechanism and click fraud. We also propose some suggestions to the future research.
Keywords :
electronic commerce; search engines; auction mechanism; click fraud; electronic commerce; search engine providers; sponsored search theory; Economics; auction mechanism; click fraud; sponsored search;
Conference_Titel :
Emergency Management and Management Sciences (ICEMMS), 2010 IEEE International Conference on
Conference_Location :
Beijing
Print_ISBN :
978-1-4244-6064-9
DOI :
10.1109/ICEMMS.2010.5563477
