Research Note---Quality Uncertainty and the Performance of Online Sponsored Search Markets: An Empirical Investigation
Abstract
Online sponsored search advertising has emerged as the dominant online advertising format largely because of their pay-for-performance nature, wherein advertising expenditures are closely tied to outcomes. While the pay-for-performance format substantially reduces the wastage incurred by advertisers compared to traditional pay-per-exposure advertising formats, the reduction of such wastage also carries the risk of reducing the signaling...
Paper Details
Title
Research Note---Quality Uncertainty and the Performance of Online Sponsored Search Markets: An Empirical Investigation
Published Date
Mar 1, 2010
Journal
Volume
21
Issue
1
Pages
190 - 201
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