Integration and search engine bias

• 成果类型: Article
• 署名作者: de Corniere, Alexandre; Taylor, Greg
• 署名单位: University of Oxford
• 刊物名称: RAND JOURNAL OF ECONOMICS
• ISSN/ISSBN: 0741-6261
• DOI: 10.1111/1756-2171.12063
• 发表日期: 2014
• 页码: 576-597
• 关键词: position auctions; internet; QUALITY

摘要

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.