The Complex Dynamics of Sponsored Search Markets

Robu, Valentin, Bohte, Sander and La Poutre, J.A. (2009) The Complex Dynamics of Sponsored Search Markets In, Agents and Data Mining Interaction. Springer-Verlag pp. 183-198.


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This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored search and organic search. Second, we study the market structure that emerges from these queries, especially the market share distribution of different advertisers. We show that the sponsored search market is highly concentrated, with less than 5% of all advertisers receiving over 2/3 of the clicks in the market. Furthermore, we show that both the number of ad impressions and the number of clicks follow power law distributions of approximately the same coefficient. However, we find this result does not hold when studying the same distribution of clicks per rank position, which shows considerable variance, most likely due to the way advertisers divide their budget on different keywords. Finally, we turn our attention to how such sponsored search data could be used to provide decision support tools for bidding for combinations of keywords. We provide a method to visualize keywords of interest in graphical form, as well as a method to partition these graphs to obtain desirable subsets of search terms.

Item Type: Book Section
Additional Information: Chapter: Lectu
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Organisations: Agents, Interactions & Complexity
ePrint ID: 268195
Date :
Date Event
30 July 2009Published
Date Deposited: 11 Nov 2009 17:57
Last Modified: 17 Apr 2017 18:38
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