Google's generalised second price auction on keywords : analysing its profitability

• Main Authors: Huang, Ying Yu, Jiang, Zhi Liang, Wu, Wei Wei
• Other Authors: Teo Gin Swee Ernie
• Format: Final Year Project
• Language: English
• Published: 2010
• Subjects: DRNTU::Business::Information technology::Auction
• Online Access: http://hdl.handle.net/10356/35502
• Institution: Nanyang Technological University

Google is known to be the world's biggest search engine which is one of the most extraordinary internet successes of our time. Since its initial public offering at USD$85, Google’s share price has risen by 7 times. This demonstrates the large increase in the company’s market value and invest...