Integration and search engine bias.

We study the effects of integration between a search engine and a publisher. In a model in which the search engine (i) allocates users across publishers and (ii) competes with publishers to attract advertisers, we find that the search engine is biased against publishers that display many ads - even...

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Detalles Bibliográficos
Publicado en:	RAND Journal of Economics (Wiley-Blackwell) Vol. 45; no. 3; pp. 576 - 598
Autores principales:	Cornière, Alexandre, Taylor, Greg
Formato:	Artículo
Publicado:	Wiley-Blackwell Sep2014
Materias:	Publishing Advertising Consumer behavior Computer systems integration services Web search engine bias Advertisers
Acceso en línea:	Ver este registro en EBSCOhost

Descripción
Sumario:	We study the effects of integration between a search engine and a publisher. In a model in which the search engine (i) allocates users across publishers and (ii) competes with publishers to attract advertisers, we find that the search engine is biased against publishers that display many ads - even without integration. Integration can (but need not) lead to own-content bias. It can also benefit consumers by reducing the nuisance costs due to excessive advertising. Advertisers are more likely to suffer from integration than consumers. On net, the welfare effects of integration are ambiguous.