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Sponsored Search: Is Money a Motivator for Providing Relevant Results?

Jansen, Bernard J. & Spink, Amanda H. (2007) Sponsored Search: Is Money a Motivator for Providing Relevant Results? Computer, 40(8), 52 -57.

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Abstract

Analysis of data from a major metasearch engine reveals that sponsored-link click-through rates appear lower than previously reported. Combining sponsored and nonsponsored links in a single listing, while providing some benefits to users, does not appear to increase clicks on sponsored listings. In a competitive market, rivals continually strive to improve their information-retrieval capabilities and increase their financial returns. One innovation is sponsored search, an "economics meets search" model in which content providers pay search engines for user traffic going from the search engine to their Web sites. Sponsored search has proven to be a successful business model for Web search engines, advertisers, and online vendors, as well as an effective way to deliver content to searchers. The "impact of sponsored search" sidebar describes some of the model's notable benefits.

Impact and interest:

13 citations in Scopus
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4 citations in Web of Science®

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ID Code: 14139
Item Type: Journal Article
Keywords: search, click, through rates, sponsored search
DOI: 10.1109/MC.2007.290
ISSN: 0018-9162
Subjects: Australian and New Zealand Standard Research Classification > INFORMATION AND COMPUTING SCIENCES (080000) > LIBRARY AND INFORMATION STUDIES (080700) > Information Retrieval and Web Search (080704)
Divisions: Past > QUT Faculties & Divisions > Faculty of Science and Technology
Copyright Owner: Computer 2007 IEEE
Copyright Statement: Personal use of this material is permitted. However, permission to reprint/republish this material for advertising or promotional purposes or for creating new collective works for resale or redistribution to servers or lists, or to reuse any copyrighted component of this work in other works must be obtained from the IEEE.
Deposited On: 23 Jul 2008
Last Modified: 29 Feb 2012 23:35

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