Pay for placement

Pay for placement

Pay for placement, or P4P, is an Internet advertising model in which advertisements appear along with relevant search results from a Web search engine. Under this model, advertisers bid for the right to present an advertisement with specific search terms (i.e., keywords) in an open auction. [cite web|url=http://archives.cnn.com/2000/TECH/computing/12/11/search.engines.explored.ap/index.html|title=Search engines shift gears to increase profits|accessdate=2008-04-11|publisher=CNN] When one of these keywords is entered into the search engine, the results of the auction on that keyword are presented, with higher ranking bids appearing at the top of the page.

When P4P was first introduced, controversy arose because seventy percent of Internet users were unaware that search results could be skewed as a result of such agreements, [cite web|url=http://www.guardian.co.uk/media/2002/may/03/bbc.newmedia|title=BBC angers rivals by launching online search engine|accessdate=2008-04-11|publisher=The Guardian] which in some cases led to legal action. [cite web|url=http://edition.cnn.com/2002/TECH/internet/02/04/search.engine.lawsuit.idg/index.html|title=Search engines sued over 'pay-for-placement'|accessdate=2008-04-11|publisher=CNN] Many users felt that the search results would be irrelevant; however, the auction model has proven to be effective at producing relevant results for searches where the user wants to purchase something.Fact|date=February 2007 P4P is now seen as the most efficient and effective way to monetize search engines.Fact|date=February 2007

ee also

* Pay per action
* Pay per click
* PayPerPost

References


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