Sponsored Search Theory Book

I have, finally, started writing an academic book on the theoretical underpinnings of sponsored search (a.k.a., keyword advertising, pay-per-click advertising).

Sponsored search refers to a range of techniques that link advertisements (i.e., sponsored results) with terms in queries or to Websites. The Google AdWords and Yahoo! Sponsored Search platforms implement the most common form of sponsored search. These platforms display sponsored results alongside organic listings on search engine results pages.

Sponsored search is one of the most revolutionary innovations to happen to search in more than a decade. Although there are a lot of ‘how to’ books, there are no books (that I know of) that deal with the theory, critical elements, and foundational aspects of sponsored search.

So, I am writing one that focuses on these aspects – the theory that makes sponsored search work. I am going to avoid as completely as possible any empirical findings or specific discussions of technology platforms. A book on sponsored search fundamentals is a project that I am really excited about and have been meaning to do for a long time.

I'm maintaining a special blog on the book at Understanding Sponsored Search. Always open to feedback and suggestions.