Sponsored Links Or "Advertisements"?: Measuring Labeling Alternatives In Internet Search Engines

Date Added: Nov 2010
Format: PDF

Search engines combine two kinds of links: So-called "Algorithmic" links present the results a search engine deems most relevant for a given search phrase, selected based on page contents, keywords, links, and other factors. So-called "Sponsored" links give the results a search engine is paid to show, selected based on an advertiser's payment along with an assessment of the match between the advertisement and the user's search. An early literature suggests that users struggle to distinguish search engines' algorithmic results from advertisements.