J. Rupert J. Gatti, University of Cambridge
Paul Kattuman, University of Cambridge
John Morgan, University of California, Berkeley
The market values of online platforms, such as Yahoo, stem from their ability to monetize
the clicks they generate for Â…rms advertising on their sites. We exploit a unique dataset on
clicks from one of YahooÂ’s price comparison sites to estimate the determinants of clicks received
by online retailers. We Â…nd that a Â…rm enjoys a 60% jump in its clicks w...