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Pay-per-action Model for Online Advertising

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Internet and Network Economics (WINE 2007)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 4858))

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Abstract

The online advertising industry is currently based on two dominant business models: the pay-per-impression model and the pay-per-click model. With the growth of sponsored search during the last few years, there has been a move toward the pay-per-click model as it decreases the risk to small advertisers. An alternative model, discussed but not widely used in the advertising industry, is pay-per-conversion, or more generally, pay-per-action. In this paper, we discuss various challenges involved in designing mechanisms for the pay-per-action model, and approaches to tackle some of them.

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References

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Author information

Authors and Affiliations

  1. Yahoo! Research,  

    Mohammad Mahdian & Kerem Tomak

Authors
  1. Mohammad Mahdian
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  2. Kerem Tomak
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Editor information

Xiaotie Deng Fan Chung Graham

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© 2007 Springer-Verlag Berlin Heidelberg

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Mahdian, M., Tomak, K. (2007). Pay-per-action Model for Online Advertising. In: Deng, X., Graham, F.C. (eds) Internet and Network Economics. WINE 2007. Lecture Notes in Computer Science, vol 4858. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-540-77105-0_59

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  • DOI: https://doi.org/10.1007/978-3-540-77105-0_59

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-540-77104-3

  • Online ISBN: 978-3-540-77105-0

  • eBook Packages: Computer ScienceComputer Science (R0)

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