Title: Sponsored search: an overview of the concept, history, and technology

Authors: Bernard J. Jansen, Tracy Mullen

Addresses: College of Information Science and Technology, University Park, Pennsylvania 16802, USA. ' College of Information Science and Technology, University Park, Pennsylvania 16802, USA

Abstract: The success of sponsored search has radically affected how people interact with the information, websites, and services on the web. Sponsored search provides the necessary revenue streams to web search engines and is critical to the success of many online businesses. However, there has been limited academic examination of sponsored search, with the exception of online auctions. In this paper, we conceptualise the sponsored search process as an aspect of information searching. We provide a brief history of sponsored search and an extensive examination of the technology making sponsored search possible. We critique this technology, highlighting possible implications for the future of the sponsored search process.

Keywords: web search engines; sponsored search; paid search; web advertising; sponsored links; sponsored results; web searching; online auctions; online advertising; click fraud; electronic business; internet advertising; e-business.

DOI: 10.1504/IJEB.2008.018068

International Journal of Electronic Business, 2008 Vol.6 No.2, pp.114 - 131

Published online: 28 Apr 2008 *

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