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The Components and Impact of Sponsored Search

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6 Author(s)
Jansen, B.J. ; Pennsylvania State Univ., University Park, PA ; Flaherty, T.B. ; Baeza-Yates, R. ; Hunter, L.
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Sponsored search has dramatically influenced how people interact with the Web. It has funded the Web searching infrastructure that users have grown accustomed to and provided unparalleled reach, frequency, and control of marketing efforts and advertising campaigns. Sponsored search advertising has dramatically impacted search engines, consumers, and organizations, and will continue to do so in the foreseeable future.

Published in:

Computer  (Volume:42 ,  Issue: 5 )