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- All HBS Web
(367)
- People (1)
- News (78)
- Research (190)
- Events (3)
- Multimedia (1)
- Faculty Publications (54)
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- Article
Design of Search Engine Services: Channel Interdependence in Search Engine Results
By: Benjamin Edelman and Zhenyu Lai
The authors examine prominent placement of search engines' own services and effects on users' choices. Evaluating a natural experiment in which different results were shown to users who performed similar searches, they find that Google's prominent placement of its... View Details
Keywords: Search Engine; Organic Search; Sponsored Search Advertising; User Interface; Channel Substitution; Search Technology; Consumer Behavior; Online Advertising
Edelman, Benjamin, and Zhenyu Lai. "Design of Search Engine Services: Channel Interdependence in Search Engine Results." Journal of Marketing Research (JMR) 53, no. 6 (December 2016): 881–900. (First posted April 2013.)
- February 2007
- Article
Strategic Bidder Behavior in Sponsored Search Auctions
By: Benjamin Edelman and Michael Ostrovsky
We examine sponsored search auctions run by Overture (now part of Yahoo!) and Google and present evidence of strategic bidder behavior in these auctions. Between June 15, 2002, and June 14, 2003, we estimate that Overture's revenue from sponsored search might have been... View Details
Keywords: Auctions; Strategy; Behavior; Revenue; Performance Efficiency; Bids and Bidding; Search Technology
Edelman, Benjamin, and Michael Ostrovsky. "Strategic Bidder Behavior in Sponsored Search Auctions." Decision Support Systems 43, no. 1 (February 2007): 192–198. (Winner of Emerald Citations of Excellence.)
- 2008
- Other Unpublished Work
Competition among Sponsored Search Services
By: Benjamin Edelman
Edelman, Benjamin. "Competition among Sponsored Search Services." U.S. House of Representatives, Committee on the Judiciary, Task Force on Competition Policy and Antitrust Laws, 2008. (Hearing cancelled.) (Reprinted in Working Knowledge: Google-Yahoo Ad Deal is Bad for Online Advertising.)
- July 2014
- Article
Convergence of Position Auctions under Myopic Best-Response Dynamics
By: Matthew Cary, Aparna Das, Benjamin Edelman, Ioannis Giotis, Kurtis Heimerl, Anna Karlin, Scott Duke Kominers, Claire Mathieu and Michael Schwarz
We study the dynamics of multi-round position auctions, considering both the case of exogenous click-through rates and the case in which click-through rates are determined by an endogenous consumer search process. In both contexts, we demonstrate that the dynamic... View Details
Keywords: Sponsored Search; Advertising; Google; Equilibrium Selection; Online Advertising; Advertising Industry
Cary, Matthew, Aparna Das, Benjamin Edelman, Ioannis Giotis, Kurtis Heimerl, Anna Karlin, Scott Duke Kominers, Claire Mathieu, and Michael Schwarz. "Convergence of Position Auctions under Myopic Best-Response Dynamics." ACM Transactions on Economics and Computation 2, no. 3 (July 2014): 1–20.
- 15 Apr 2013
- Research & Ideas
Solving the Search vs. Display Advertising Quandary
should be spending more money on search ads.” The most measurable form of online advertising are search ads—ads linked with results from search... View Details
- May 2010
- Article
Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions
By: Benjamin Edelman and Michael Schwarz
We characterize the optimal (revenue maximizing) auction for sponsored search advertising. We show that a search engine's optimal reserve price is independent of the number of bidders and independent of the rate at which click-through rate declines over positions. We... View Details
Edelman, Benjamin, and Michael Schwarz. "Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions." American Economic Review 100, no. 2 (May 2010): 597–602. (First circulated in 2006 as Optimal Auction Design in a Multi-unit Environment: The Case of Sponsored Search Auctions. Reprinted in The Economics of E-Commerce, Michael Baye and John Morgan, editors, 2016.)
- 30 Nov 2010
- Working Paper Summaries
Sponsored Links’ or ’Advertisements’?: Measuring Labeling Alternatives in Internet Search Engines
- 14 Jan 2010
- Working Paper Summaries
Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions
Keywords: by Benjamin G. Edelman & Michael Schwarz
- 15 Apr 2013
- News
Solving the Search vs. Display Advertising Quandary
- March 2012
- Article
Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines
By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Corporate Disclosure; Online Advertising; Measurement and Metrics; Internet; Search Technology; Education; Labels
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Information Economics and Policy 24, no. 1 (March 2012): 75–89.
- 2010
- Working Paper
Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines
By: Benjamin Edelman and Duncan S. Gilchrist
In an online experiment, we measure users' interactions with search engines, both in standard configurations and in modified versions with clearer labels identifying search engine advertisements. In particular, for a random subset of users, we change "Sponsored links"... View Details
Keywords: Online Advertising; Interactive Communication; Corporate Disclosure; Labels; Marketing Strategy; Consumer Behavior; Internet; Search Technology
Edelman, Benjamin, and Duncan S. Gilchrist. "Advertising Disclosures: Measuring Labeling Alternatives in Internet Search Engines." Harvard Business School Working Paper, No. 11-048, November 2010. (Revised January 2011, January 2012.)
- 2010
- Working Paper
Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions
By: Benjamin Edelman and Michael Schwarz
Edelman, Benjamin, and Michael Schwarz. "Optimal Auction Design and Equilibrium Selection in Sponsored Search Auctions." Harvard Business School Working Paper, No. 10-054, January 2010.
- October 2006 (Revised October 2007)
- Case
Google Advertising
By: Youngme E. Moon and David Chen
In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details
Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States
Moon, Youngme E., and David Chen. "Google Advertising." Harvard Business School Case 507-038, October 2006. (Revised October 2007.)
- March 2016 (Revised February 2023)
- Exercise
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details
Luca, Michael, Weijia Dai, and Hyunjin Kim. "Advertising Experiments at RestaurantGrades." Harvard Business School Exercise 916-038, March 2016. (Revised February 2023.)
- March 2016 (Revised February 2023)
- Teaching Note
Advertising Experiments at RestaurantGrades
By: Michael Luca, Weijia Dai and Hyunjin Kim
Advertising Experiments at RestaurantGrades is an exercise in which students are asked to analyze and make a recommendation on the basis of simulated experimental data. The setting is a hypothetical restaurant review company called RestaurantGrades (RG), which shows... View Details
- March 2016
- Supplement
Advertising Experiments at RestaurantGrades
By: Weijia Dai, Hyunjin Kim and Michael Luca
This exercise provides students with a data set consisting of results from a hypothetical experiment, and asks students to make recommendations based on the data. Through this process, the exercise teaches students to analyze, design, and interpret experiments. The... View Details
- 29 Apr 2013
- Working Paper Summaries
Exclusive Preferential Placement as Search Diversion: Evidence from Flight Search
- 17 Sep 2007
- Research & Ideas
Broadband: Remaking the Advertising Industry
online ad budget is spent on search advertising, which is more effective than banner advertising at driving traffic. The ability to place your ad on the screen exactly where someone is View Details
- May 2023
- Article
Self-Preferencing at Amazon: Evidence from Search Rankings
By: Chiara Farronato, Andrey Fradkin and Alexander MacKay
We study whether Amazon engages in self-preferencing on its marketplace by favoring its own brands (e.g., Amazon Basics) in search. To address this question, we collect new micro-level consumer search data using a custom browser extension installed by a panel of study... View Details
Farronato, Chiara, Andrey Fradkin, and Alexander MacKay. "Self-Preferencing at Amazon: Evidence from Search Rankings." AEA Papers and Proceedings 113 (May 2023): 239–243.