Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
Results
Showing 1 to 12 of 12 for “"Sponsored Search"”.
-
Design And Analysis Of Sponsored Search Mechanisms
… the existing ones. We illustrate this research line through the analysis and design of Ad Auctions mechanisms. We do so by studying the equilibrium behavior of a game induced by Ad Auctions, and show that all equilibria have good welfare and revenue properties. Next, we present new Ad …
-
Keyword Segmentation, Campaign Organization, and Budget Allocation in Sponsored Search Advertising
Sponsored search advertising, where search providers allow advertisers to participate in a real-time auction and compete for ad slots on search engine results pages (SERPs), is currently one of the most popular advertising channels by marketers. Some domains such as Amazon.com allocate in millions …
-
Keyword Competition and Determinants of Ad Position in Sponsored Search Advertising
… to prosper in the online world. Statistically, search engines have been the most dominant channels of Internet marketing in recent years. However, the mechanics of advertising in such a market place has created a challenging environment for marketers to position their ads among their …
-
Ensemble Learning Techniques for Structured and Unstructured Data
This research provides an integrated approach of applying innovative ensemble learning techniques that has the potential to increase the overall accuracy of classification models. Actual structured and unstructured data sets from industry are utilized during the research process, analysis and …
-
Essays on industrial organization
… The first chapter analyzes the dynamic effect of sponsored search advertising on quality discovery on the Taobao.com retail platform. In a stylized model, a new product's boosted exposure from sponsored search ads could help the platform to infer how well the product converts exposure to sales …
-
The von Neumann Minimax Theorem and its relatives and a study of externality in on-line auctions
… The second part is about externality in sponsored search auctions. It shows that in these auctions, advertisers have externality effects on each other which influence their bidding behavior. It proposes Hal R.Varian model and shows how adding externality to this model will affect its …
-
Online Auction Markets
… The</p><p>second essay, ``A Dynamic Model of Sponsored Search Advertising,''</p><p>investigates sponsored search advertising auctions, a novel approach</p><p>that allocates premium advertising space to advertisers at popular</p><p>websites, such as search engines. Because sponsored …
-
Search engine advertising in web retailing : an efficiency analysis
This study examines the efficiency of search engine advertising strategies employed by firms. The research setting is the online retailing industry, which is characterized by extensive use of Web technologies and high competition for market share and profitability. For Internet retailers, search …
-
Studying, developing, and experimenting contextual advertising systems
… Re-trieval (IR) is the field concerned with searching for documents, information within documents, and metadata about documents, as well as searching for structured storage, relational databases, and the World Wide Web. Infor- mation Filtering deals with the problem of selecting relevant …
-
Decomposition methods for large scale stochastic and robust optimization problems
… on a large-scale real world application of search term selection for sponsored search advertising. We further study the distributionally robust optimization problem with known mean, covariance and support. These optimization models are attractive in their real world applications as they …
-
Innovation and Competition in the Digital Economy: Implications for Internet Platforms, Telecommunications Networks and Data Sharing Initiatives
… in content quality. The focus of the study is on sponsored ranking and organic ranking, but the case that a vertically integrated content provider is favored by an Internet platform is also taken into account. Using a game theoretic model, it is shown that there is no ranking design that strictly …
-
Measuring the effects of online advertising on human behavior using natural and field experiments
… to measure these effects for both display and search advertising. The first chapter uses a natural experiment on the Yahoo! Front Page, aided by a flexible semiparametric model, to identify the causal effects of display ad frequency on internet users' responses as measured at the individual …