Please help support CiteULike by taking part in our survey.
CiteULike Search Register Log in
CiteULike is a free online bibliography manager. Register and you can start organising your references online.

Externalities in online advertising

by: Arpita Ghosh, Mohammad Mahdian
In WWW '08: Proceeding of the 17th international conference on World Wide Web (2008), pp. 161-168.

X Abstract

Most models for online advertising assume that an advertiser's value from winning an ad auction, which depends on the clickthrough rate or conversion rate of the advertisement, is independent of other advertisements served alongside it in the same session. This ignores an important 'externality effect': as the advertising audience has a limited attention span, a high-quality ad on a page can detract attention from other ads on the same page. That is, the utility to a winner in such an auction also depends on the set of other winners.

View the full article here:

ACM, DOI

This article has been bookmarked once, on 2008-10-02.

2008-10-02 User mpotamias
Privacy Statement | Terms & Conditions
CiteULike organises scholarly (or academic) papers or literature and provides bibliographic (which means it makes bibliographies) for universities and higher education establishments. It helps undergraduates and postgraduates. People studying for PhDs or in postdoctoral (postdoc) positions. The service is similar in scope to EndNote or RefWorks or any other reference manager like BibTeX, but it is a social bookmarking service for scientists and humanities researchers.