Implementing Sponsored Search in Web Search Engines: Computational Evaluation of Alternative Mechanisms
INFORMS Journal on Computing, 2007

The practice of sponsored search advertising—where advertisers pay a fee to appear alongside particular Web search results—is now one of the largest and fastest growing source of revenue for Web search engines. In this paper, Professor Hemant Bhargava and co-authors Juan Feng of the University of Florida and David M. Pennock of Yahoo, Inc. model and compare several mechanisms for allocating sponsored slots, including stylized versions of those used by Overture and Google, the two biggest brokers of sponsored search.