Article ID: | iaor20103581 |
Volume: | 21 |
Issue: | 1 |
Start Page Number: | 190 |
End Page Number: | 201 |
Publication Date: | Mar 2010 |
Journal: | Information Systems Research |
Authors: | Viswanathan Siva, Animesh Animesh, Ramachandran Vandana |
Keywords: | e-commerce, computers: information |
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