Online Ad Auctions
用基础价格理论分析搜索引擎如何通过拍卖出售广告位，并推导出估算在线搜索广告生产者剩余的方法，发现广告价值约为支出的2到2.3倍。
I describe how search engines sell ad space using an auction. I analyze advertiser behavior in this context using elementary price theory and derive a simple way to estimate the producer surplus generated by online search advertising. It appears that the estimated value of online advertising tends to be between 2 and 2.3 times advertising expenditures.