Concepts inTruthful auctions for pricing search keywords
Meta element
Meta elements are the HTML or XHTML element used to provide structured metadata about a Web page. Multiple elements are often used on the same page: the element is the same, but its attributes are different. Meta elements can be used to specify page description, keywords and any other metadata not provided through the other elements and attributes. The meta element has two uses: either to emulate the use of the HTTP response header, or to embed additional metadata within the HTML document.
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Auction
An auction is a process of buying and selling goods or services by offering them up for bid, taking bids, and then selling the item to the highest bidder. In economic theory, an auction may refer to any mechanism or set of trading rules for exchange.
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Clickthrough rate
Clickthrough rate (CTR) is a way of measuring the success of an online advertising campaign for a particular website. The clickthrough rate of an advertisement is defined as the number of clicks on an ad divided by the number of times the ad is shown, expressed as a percentage. For example, if a banner ad is delivered 100 times (100 impressions) and receives one click, then the clickthrough rate for the advertisement would be 1%. Click-through rates for banner ads have fallen over time.
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Advertising
Advertising is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
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Google
Google Inc. is an American multinational corporation which provides Internet-related products and services, including Internet search, cloud computing, software and advertising technologies. Advertising revenues from AdWords generate almost all of the company's profits. The company was founded by Larry Page and Sergey Brin while both attended Stanford University. Together, Brin and Page own about 16 percent of the company's stake.
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Revenue
In business, revenue is income that a company receives from its normal business activities, usually from the sale of goods and services to customers. In many countries, such as the United Kingdom, revenue is referred to as turnover. Some companies receive revenue from interest, dividends or royalties paid to them by other companies.
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Utility
In economics, utility is a representation of preferences over some set of goods and services. Preferences have a utility representation so long as they are transitive, complete, and continuous. Utility is usually applied by economists in such constructs as the indifference curve, which plot the combination of commodities that an individual or a society would accept to maintain a given level of satisfaction.
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