{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2025,6,19]],"date-time":"2025-06-19T04:09:17Z","timestamp":1750306157777,"version":"3.41.0"},"reference-count":77,"publisher":"Association for Computing Machinery (ACM)","issue":"2","license":[{"start":{"date-parts":[[2016,8,16]],"date-time":"2016-08-16T00:00:00Z","timestamp":1471305600000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/www.acm.org\/publications\/policies\/copyright_policy#Background"}],"content-domain":{"domain":["dl.acm.org"],"crossmark-restriction":true},"short-container-title":["ACM Trans. Manage. Inf. Syst."],"published-print":{"date-parts":[[2016,8,22]]},"abstract":"<jats:p>Keyword-based search engine advertising markets on the Internet, referred to as Sponsored Search Markets (SSMs), have reduced entry barriers to advertising for niche players. Known empirical research, though scant and emerging, suggests that while these markets provided niche firms with greater access, they do exhibit high levels of concentration\u2014a phenomenon that warrants further study. This research, using agent-based simulation of SSM, investigates the role of \u201cmarket rules\u201d and \u201cadvertiser practices\u201d in generating emergent click share heterogeneity among advertisers in an industry. SSMs often rank ads based on the click-through rate (CTR) that gives rise to reinforcing dynamics at an individual keyword level. In the presence of spillovers arising from advertisers\u2019 practice of managing keyword bids with a cost cap operating on the keyword portfolio, these reinforcing dynamics can endogenously generate industry-level concentration. Analysis of counterfactual markets with different window sizes used to compute CTR reveals that industry-level concentration bears an inverted-\u201cU\u201d relationship with window size.<\/jats:p>","DOI":"10.1145\/2934695","type":"journal-article","created":{"date-parts":[[2016,8,16]],"date-time":"2016-08-16T12:14:20Z","timestamp":1471349660000},"page":"1-26","update-policy":"https:\/\/doi.org\/10.1145\/crossmark-policy","source":"Crossref","is-referenced-by-count":3,"title":["Systemic Concentration in Sponsored Search Markets"],"prefix":"10.1145","volume":"7","author":[{"given":"Agam","family":"Gupta","sequence":"first","affiliation":[{"name":"Indian Institute of Management Tiruchirappalli, Tamil Nadu, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Biswatosh","family":"Saha","sequence":"additional","affiliation":[{"name":"Indian Institute of Management Calcutta, Kolkata, West Bengal, India"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Uttam K.","family":"Sarkar","sequence":"additional","affiliation":[{"name":"Indian Institute of Management Calcutta, Kolkata, West Bengal, India"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"320","published-online":{"date-parts":[[2016,8,16]]},"reference":[{"key":"e_1_2_2_1_1","doi-asserted-by":"crossref","unstructured":"Z. Abrams and A. Ghosh. 2007. Auctions with revenue guarantees for sponsored search. In Internet and Network Economics. Springer Berlin 143--154.   Z. Abrams and A. Ghosh. 2007. Auctions with revenue guarantees for sponsored search. In Internet and Network Economics. Springer Berlin 143--154.","DOI":"10.1007\/978-3-540-77105-0_16"},{"key":"e_1_2_2_2_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.1090.0254"},{"key":"e_1_2_2_3_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-7187(97)00006-4"},{"key":"e_1_2_2_4_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1756-2171.2007.tb00047.x"},{"key":"e_1_2_2_5_1","doi-asserted-by":"publisher","DOI":"10.1016\/0165-4896(90)90064-E"},{"key":"e_1_2_2_6_1","unstructured":"B. W. Arthur. 2013. Complexity economics: A different framework for economic thought. Santa Fe Institute Working Paper 2013-04-012. Santa Fe: Santa Fe Institute.  B. W. Arthur. 2013. Complexity economics: A different framework for economic thought. Santa Fe Institute Working Paper 2013-04-012. Santa Fe: Santa Fe Institute."},{"key":"e_1_2_2_7_1","doi-asserted-by":"crossref","unstructured":"B. Arthur. 1994. Increasing Returns and Path Dependence in the Economy. University of Michigan Press.  B. Arthur. 1994. Increasing Returns and Path Dependence in the Economy. University of Michigan Press.","DOI":"10.3998\/mpub.10029"},{"key":"e_1_2_2_8_1","first-page":"3","article-title":"Path-dependent processes and the emergence of macro-structure","volume":"30","author":"Arthur B.","year":"1987","journal-title":"Eur. J. Oper. Res."},{"volume-title":"The Process of Model-Building in Behavioral Sciences","author":"Ashby W. R.","key":"e_1_2_2_9_1"},{"key":"e_1_2_2_10_1","doi-asserted-by":"publisher","DOI":"10.2307\/249641"},{"key":"e_1_2_2_11_1","first-page":"12","article-title":"Reducing buyer search costs: Implications for electronic marketplaces. Manage","volume":"43","author":"Bakos J. Y.","year":"1997","journal-title":"Sci."},{"key":"e_1_2_2_12_1","doi-asserted-by":"crossref","unstructured":"A.-L. Barab\u00e1si and R. Albert. 1999. Emergence of scaling in random networks. Science 286 5439 (1999) 11. DOI:http:\/\/dx.doi.org\/10.1126\/science.286.5439.509  A.-L. Barab\u00e1si and R. Albert. 1999. Emergence of scaling in random networks. Science 286 5439 (1999) 11. DOI:http:\/\/dx.doi.org\/10.1126\/science.286.5439.509","DOI":"10.1126\/science.286.5439.509"},{"key":"e_1_2_2_13_1","doi-asserted-by":"publisher","DOI":"10.1145\/1985347.1985349"},{"key":"e_1_2_2_14_1","doi-asserted-by":"publisher","DOI":"10.1145\/1242572.1242644"},{"key":"e_1_2_2_15_1","first-page":"67","article-title":"From niches to riches: Anatomy of the long tail. Sloan Manage","volume":"47","author":"Brynjolfsson E.","year":"2006","journal-title":"Rev."},{"key":"e_1_2_2_16_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1110.1371"},{"key":"e_1_2_2_17_1","doi-asserted-by":"publisher","DOI":"10.1177\/004839319702700402"},{"key":"e_1_2_2_18_1","doi-asserted-by":"publisher","DOI":"10.1145\/1250910.1250949"},{"volume-title":"Retrieved","year":"2012","author":"Chaffey D.","key":"e_1_2_2_19_1"},{"key":"e_1_2_2_20_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.jedc.2011.09.003"},{"key":"e_1_2_2_21_1","doi-asserted-by":"publisher","DOI":"10.1103\/PhysRevE.70.066111"},{"key":"e_1_2_2_22_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2006.08.008"},{"key":"e_1_2_2_23_1","doi-asserted-by":"publisher","DOI":"10.1257\/aer.97.1.242"},{"key":"e_1_2_2_24_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-540-92185-1_64"},{"key":"e_1_2_2_25_1","doi-asserted-by":"publisher","DOI":"10.1145\/1250910.1250917"},{"key":"e_1_2_2_26_1","doi-asserted-by":"publisher","DOI":"10.1098\/rspb.2001.1800"},{"key":"e_1_2_2_27_1","doi-asserted-by":"publisher","DOI":"10.1111\/j.1744-7976.2009.01164.x"},{"key":"e_1_2_2_28_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1080.0974"},{"key":"e_1_2_2_29_1","doi-asserted-by":"publisher","DOI":"10.1145\/1807342.1807378"},{"key":"e_1_2_2_30_1","doi-asserted-by":"crossref","unstructured":"B. Gaume F. Venant and B. Victorri. 2006. Hierarchy in lexical organization of natural language. In Hierarchy in Natural and Social Sciences. 121--142.  B. Gaume F. Venant and B. Victorri. 2006. Hierarchy in lexical organization of natural language. In Hierarchy in Natural and Social Sciences. 121--142.","DOI":"10.1007\/1-4020-4127-6_6"},{"key":"e_1_2_2_31_1","doi-asserted-by":"publisher","DOI":"10.1145\/1281100.1281174"},{"key":"e_1_2_2_32_1","doi-asserted-by":"publisher","DOI":"10.1177\/1046878109353470"},{"volume-title":"Proceedings of the 15th International Conference on Cybernetics. International Association for Cybernetics (IAC), 1--6.","year":"1998","author":"Hales D.","key":"e_1_2_2_33_1"},{"key":"e_1_2_2_34_1","doi-asserted-by":"crossref","unstructured":"D. He W. Chen L. Wang and T.-Y. Liu. 2013. Online learning for auction mechanism in bandit setting. Decis. Support Syst. 56 (December 2013) 379--386. DOI:http:\/\/dx.doi.org\/10.1016\/j.dss.2013.07.004  D. He W. Chen L. Wang and T.-Y. Liu. 2013. Online learning for auction mechanism in bandit setting. Decis. Support Syst. 56 (December 2013) 379--386. DOI:http:\/\/dx.doi.org\/10.1016\/j.dss.2013.07.004","DOI":"10.1016\/j.dss.2013.07.004"},{"key":"e_1_2_2_35_1","unstructured":"B. Heath R. Hill and F. Ciarallo. 2009. A survey of agent-based modeling practices (January 1998 to July 2008). J. Artif. Soc. Soc. Simul. 1998 (January 2009) 1--43.  B. Heath R. Hill and F. Ciarallo. 2009. A survey of agent-based modeling practices (January 1998 to July 2008). J. Artif. Soc. Soc. Simul. 1998 (January 2009) 1--43."},{"key":"e_1_2_2_36_1","doi-asserted-by":"publisher","DOI":"10.1103\/PhysRevE.65.026107"},{"volume-title":"PwC. Retrieved","year":"2014","author":"IAB.","key":"e_1_2_2_37_1"},{"key":"e_1_2_2_38_1","doi-asserted-by":"publisher","DOI":"10.5751\/ES-01861-110237"},{"key":"e_1_2_2_39_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0165-1889(00)00033-6"},{"key":"e_1_2_2_40_1","doi-asserted-by":"publisher","DOI":"10.1080\/1019678042000245119"},{"key":"e_1_2_2_41_1","doi-asserted-by":"publisher","DOI":"10.1016\/0377-2217(94)00016-6"},{"volume-title":"Simulation: Pragmatic Construction of Reality","author":"K\u00fcppers G.","key":"e_1_2_2_42_1"},{"key":"e_1_2_2_43_1","doi-asserted-by":"crossref","unstructured":"S. Lahaie D. Pennock A. Saberi and R. Vohra. 2007. Sponsored search auctions. In Algorithmic Game Theory. Cambridge University Press 699--716.  S. Lahaie D. Pennock A. Saberi and R. Vohra. 2007. Sponsored search auctions. In Algorithmic Game Theory. Cambridge University Press 699--716.","DOI":"10.1017\/CBO9780511800481.030"},{"key":"e_1_2_2_44_1","unstructured":"A. M. Law and W. D. Kelton. 2000. Simulation Modeling and Analysis. McGraw-Hill Boston.   A. M. Law and W. D. Kelton. 2000. Simulation Modeling and Analysis. McGraw-Hill Boston."},{"key":"e_1_2_2_45_1","doi-asserted-by":"crossref","unstructured":"L. Liang and Q. Qi. 2007. Cooperative or vindictive: Bidding strategies in sponsored search auction. In Internet and Network Economics. Springer Berlin 167--178.   L. Liang and Q. Qi. 2007. Cooperative or vindictive: Bidding strategies in sponsored search auction. In Internet and Network Economics. Springer Berlin 167--178.","DOI":"10.1007\/978-3-540-77105-0_18"},{"key":"e_1_2_2_46_1","doi-asserted-by":"publisher","DOI":"10.1145\/1282100.1282118"},{"key":"e_1_2_2_47_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10660-012-9094-8"},{"key":"e_1_2_2_48_1","doi-asserted-by":"publisher","DOI":"10.1023\/A:1007661119649"},{"key":"e_1_2_2_49_1","doi-asserted-by":"publisher","DOI":"10.1371\/journal.pone.0017333"},{"key":"e_1_2_2_50_1","doi-asserted-by":"publisher","DOI":"10.1007\/s10980-007-9135-1"},{"key":"e_1_2_2_51_1","doi-asserted-by":"publisher","DOI":"10.1109\/4235.956717"},{"key":"e_1_2_2_52_1","doi-asserted-by":"publisher","DOI":"10.1207\/s15327000em0101_2"},{"key":"e_1_2_2_53_1","doi-asserted-by":"publisher","DOI":"10.1145\/1284320.1284321"},{"key":"e_1_2_2_54_1","doi-asserted-by":"publisher","DOI":"10.1177\/0170840614556921"},{"key":"e_1_2_2_55_1","doi-asserted-by":"publisher","DOI":"10.1287\/isre.12.3.240.9709"},{"volume-title":"Critical Realist Applications in Organisation and Management Studies","author":"Mingers J.","key":"e_1_2_2_56_1"},{"volume-title":"Artificial Life VII: The Seventh International Conference on the Simulation and Synthesis of Living Systems. 497--506","author":"Di Paolo E. A.","key":"e_1_2_2_57_1"},{"key":"e_1_2_2_58_1","doi-asserted-by":"publisher","DOI":"10.2753\/MIS0742-1222270205"},{"key":"e_1_2_2_59_1","doi-asserted-by":"publisher","DOI":"10.2307\/2586011"},{"key":"e_1_2_2_60_1","first-page":"149","article-title":"How information gives you competitive advantage","volume":"63","author":"Porter M. E.","year":"1985","journal-title":"Harvard Bus. Rev."},{"key":"e_1_2_2_61_1","first-page":"60","article-title":"The internet and international marketing. Sloan Manage","volume":"37","author":"Quelch J. A.","year":"1996","journal-title":"Rev."},{"volume-title":"Genetic Algorithms and Genetic Programming in Computational Finance","author":"Riechmann T.","key":"e_1_2_2_62_1"},{"key":"e_1_2_2_63_1","doi-asserted-by":"publisher","DOI":"10.1007\/978-3-642-03603-3_14"},{"key":"e_1_2_2_64_1","doi-asserted-by":"publisher","DOI":"10.1126\/science.1121066"},{"key":"e_1_2_2_65_1","doi-asserted-by":"publisher","DOI":"10.2307\/3250978"},{"key":"e_1_2_2_66_1","doi-asserted-by":"publisher","DOI":"10.1177\/107780040100700605"},{"key":"e_1_2_2_67_1","first-page":"1","article-title":"An introduction to agent based modelling and simulation of social processes","volume":"1","author":"Srbljinovi\u0107 A.","year":"2003","journal-title":"Interdiscip. Descr. Complex Syst."},{"key":"e_1_2_2_68_1","doi-asserted-by":"crossref","unstructured":"L. Tesfatsion. 2001. Hysteresis in an Evolutionary Labor Market with Adaptive Search. Springer-Verlag.  L. Tesfatsion. 2001. Hysteresis in an Evolutionary Labor Market with Adaptive Search. Springer-Verlag.","DOI":"10.1007\/978-3-7908-1784-3_11"},{"key":"e_1_2_2_69_1","doi-asserted-by":"publisher","DOI":"10.1504\/IJEB.2008.018071"},{"key":"e_1_2_2_70_1","first-page":"5","article-title":"A new perspective on decentralized trade","volume":"47","author":"Vriend N. J.","year":"1994","journal-title":"Econ. Appliqu\u00e9e"},{"key":"e_1_2_2_71_1","unstructured":"N. J. Vriend. 1999. Was Hayek an ace? Queen Mary and Westfield College Working Paper 403.  N. J. Vriend. 1999. Was Hayek an ace? Queen Mary and Westfield College Working Paper 403."},{"key":"e_1_2_2_72_1","doi-asserted-by":"crossref","unstructured":"D. J. Watts and S. H. Strogatz. 1998. Collective dynamics of \u201csmall-world\u201d networks. Nature 393 6684 (1998) 440--442.  D. J. Watts and S. H. Strogatz. 1998. Collective dynamics of \u201csmall-world\u201d networks. Nature 393 6684 (1998) 440--442.","DOI":"10.1038\/30918"},{"key":"e_1_2_2_73_1","doi-asserted-by":"publisher","DOI":"10.1109\/TSMCA.2011.2172418"},{"key":"e_1_2_2_74_1","doi-asserted-by":"publisher","DOI":"10.1109\/TSMC.2014.2366434"},{"key":"e_1_2_2_75_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.dss.2013.08.004"},{"key":"e_1_2_2_76_1","doi-asserted-by":"publisher","DOI":"10.1287\/mnsc.1110.1408"},{"key":"e_1_2_2_77_1","doi-asserted-by":"publisher","DOI":"10.1145\/1879141.1879193"}],"container-title":["ACM Transactions on Management Information Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/2934695","content-type":"unspecified","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/dl.acm.org\/doi\/pdf\/10.1145\/2934695","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,6,18]],"date-time":"2025-06-18T03:39:47Z","timestamp":1750217987000},"score":1,"resource":{"primary":{"URL":"https:\/\/dl.acm.org\/doi\/10.1145\/2934695"}},"subtitle":["The Role of Time Window in Click-Through-Rate Computation"],"short-title":[],"issued":{"date-parts":[[2016,8,16]]},"references-count":77,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2016,8,22]]}},"alternative-id":["10.1145\/2934695"],"URL":"https:\/\/doi.org\/10.1145\/2934695","relation":{},"ISSN":["2158-656X","2158-6578"],"issn-type":[{"type":"print","value":"2158-656X"},{"type":"electronic","value":"2158-6578"}],"subject":[],"published":{"date-parts":[[2016,8,16]]},"assertion":[{"value":"2015-02-01","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2016-04-01","order":1,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2016-08-16","order":2,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}]}}