paper reading note | Chen and He (2011) Paid Placement — Advertising and Search on the Internet
Summary and reading note of the paper Yongmin Chen, Chuan He, Paid Placement: Advertising and Search on the Internet, The Economic Journal, Volume 121, Issue 556, November 2011, Pages F309–F328, https://doi.org/10.1111/j.1468-0297.2011.02466.x Yongmin Chen and Chuan He are both Professors at the University of Colorado Boulder. This is a theoretical paper. The paper examines the effects of online advertising with paid placement on sellers and consumers. It formulates a market model with multiple differentiated sellers and searching consumers, with the search engine serving as an information intermediary....