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2 - Modeling the Process of Sponsored Search

Published online by Cambridge University Press:  05 August 2011

Jim Jansen
Jim Jansen
Affiliation:
Pennsylvania State University
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Summary

This is an opening shot of changing the search engines from white pages to yellow pages.

Bill Gross, 1998 as quoted in: Sullivan, D., The Search Engine Report.

In our framing shop example of setting up our sponsored-search account, we touched on a process by example without a real appreciation for the underlying complexity of the technology and human interaction inherent in sponsored search. What is the technology that makes the whole process work? What is the business model of sponsored search? Who are the major actors in sponsored search? What are the goals and motivations of these actors? For answers to these and other questions, we examine the sponsored-search model.

Information

Type
Chapter
Information
Understanding Sponsored Search
Core Elements of Keyword Advertising
 , pp. 8 - 29
Publisher: Cambridge University Press
Print publication year: 2011

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References

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