Search Engine Advertising: Pricing Ads to Context

Each search term put into a search engine produces a separate set of results. Correspondingly, each of the sets of ads displayed alongside the results is priced using a separate auction. We investigate how bids for these context-based ads depends on the difficulty of making a match. This contrasts with the existing literature that focuses on the effect of match quality. We examine advertising prices paid by lawyers for 139 Google search terms in 195 locations. Other things being equal, the fewer searches there are on a term, the higher the price. To identify a causal relationship between match-difficulty and prices paid, we exploit a natural experiment in 'ambulance-chaser' regulations across states. When lawyers cannot contact a client by mail and matching becomes more difficult, the relative price per ad click is $0.93 higher. We check the robustness of this result by performing a falsification test using a different ambulance-chaser regulation. Our results suggest that prices are higher for context-based ads when the difficulty of both online and off-line matching increases. This highlights that a major reason why search advertising is profitable is because its use of context can monetize the 'long tail' by reducing friction in the matching process

Who thinks about the competition? Managerial ability and strategic entryin US local telephone markets

This paper examines how manager and firm characteristics relate to entry decisions in US local telephone markets. To do so, it develops a structural econometric model that allows managers to be heterogeneous in their ability to correctly conjecture competitor behavior. The model adapts Camerer, Ho, and Chong's (2004) Cognitive Hierarchy model to a real-world setting. We observe the industry in 1998, shortly after the Telecommunications Act of 1996 opened up the market. We find that older firms with older, more experienced managers have higher estimated levels of strategic ability. Managers with degrees in economics or business, and managers with graduate degrees, also have higher estimated levels of strategic ability. We find no evidence that university quality is related to ability. We repeat this exercise using data from 2000, 2002, and 2004. While the core results do not change, the overall level of measured strategic ability increases substantially by 2004. The estimates of strategic ability are also correlated with survival: those firms with lower estimated levels of ability are more likely to exit the industry early

Entrepreneurial Finance and the Flat-World Hypothesis: Evidence from Crowd-Funding Entrepreneurs in the Arts

We examine the geography of early stage entrepreneurial finance in the context of an internet marketplace for funding new musical artist-entrepreneurs. A large body of research documents that investors in early-stage projects are disproportionately co-located with the entrepreneur. Theory predicts this will be particularly true of artist-entrepreneurs with preliminary-stage projects, difficult-to-contract-for effort, difficult-to-observe creativity, negligible tangible assets, and limited reputations. At the same time, however, observers of the spatial effects of the internet and related technologies report that many economic activities have become much less geographically dependent. At an aggregate level, the internet marketplace we examine does indeed demonstrate a spatial transformation of the entrepreneurial finance process: the average distance between investors and artist-entrepreneurs is 4,831 km. However, geography still matters; investors are disproportionately likely to be local and, conditional on investing, local investors invest more. This apparent role for proximity is strongest before entrepreneurs visibly accumulate capital. Within a single round of financing, local investors are more likely to engage earlier in the funding cycle. However, this difference in the timing of investment is almost entirely explained by a particular type of investor, whom we characterize as 'family, friends, and fans.' We conjecture that these individuals, who are disproportionately co-located with the entrepreneur, have offline information about the entrepreneur and therefore derive less new information from observing the aggregate financing raised. We speculate that the path-dependent role of this offline network in conveying information to the online community limits the 'flat world' potential of these communication technologies

Geography and Electronic Commerce: Measuring Convenience, Selection, and Price

We develop a formal model of online-offline retail channel substitution to identify three factors that drive consumers to purchase online: convenience, selection, and price. This model builds hypotheses on how features of offline retail supply impact online purchasing. We then examine how the local availability of offline retail options drives use of the online channel and consequently how the convenience, selection, and price advantages of the online channel may vary by geographic location. In particular, we examine the effect of local store openings on online book purchases in that location. We explore this problem using data from Amazon on the top selling books for 1501 unique locations in the US for 10 months ending in January 2006. In addition to this data, we use information on changes in local retail competition as measured by openings of large bookstores such as Borders or Barnes & Noble and discount stores such as Wal-Mart or Target. We show that even controlling for product-specific preferences by location, changes in local retail options have substantial effects on online purchases. We demonstrate how the convenience, selection, and price benefits of the Internet are different for consumers in different types of locations. More generally, we show that geography significantly impacts the benefit that consumers derive from electronic markets