The two-sided dynamic search engine developed

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Reference no: EM132301630

Paraphrase these sentences.

The two-sided dynamic search engine developed by Google in 2003 was not only a technological leap, but it was also a leap in a business model. Google used Adwords to provide advertisers with an interface (one side of the two-sided platform) with direct choices in which the search experience on the other side of the platform was influenced by users.

Google was probably the first company in the world to create the type of scalable dynamic two-sided platform modelled by Rochet and Tirole (2006). The novelty of their approach lay in linking the two sides in a constantly changing manner that allowed greater consumer satisfaction and greater revenues for any given set of users on each side of the platform.

Google is using innovations in location detection technology to provide reliable estimates of how many people visited stores after doing a search by looking at GPS and WiFi signal data; how many people made a purchase by tying into POS systems; and how many transactions resulted from a cross-device behavior by using logged-in user data to know when a consumer switches between devices. Shifting how we think about conversions from an easy-to-measure, absolute thing to an estimate based on lots of data can be challenging, but we need to consolidate our view of the data with Google’s interpretation. Otherwise, we’ll be left behind by competitors who’ve already done this and who can now afford to pay more because they have a more complete picture of the value of online advertising.

Reference no: EM132301630

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