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Position Auctions with Consumer Search / Susan Athey, Glenn Ellison.
- Format:
- Book
- Author/Creator:
- Athey, Susan.
- Series:
- Working Paper Series (National Bureau of Economic Research) no. w15253.
- NBER working paper series no. w15253
- Language:
- English
- Physical Description:
- 1 online resource: illustrations (black and white);
- Place of Publication:
- Cambridge, Mass. National Bureau of Economic Research 2009.
- Summary:
- This paper examines a model in which advertisers bid for "sponsored-link" positions on a search engine. The value advertisers derive from each position is endogenized as coming from sales to a population of consumers who make rational inferences about firm qualities and search optimally. Consumer search strategies, equilibrium bidding, and the welfare benefits of position auctions are analyzed. Implications for reserve prices and a number of other auction design questions are discussed.
- Notes:
- Print version record
- August 2009.
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