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Title: Essays on Labor Economics and Advertising Auctions

Citation Type: Dissertation/Thesis

Publication Year: 2014

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Abstract: Elance and oDesk are the two largest online work marketplaces. They connect employers and freelancer workers and provide software tools to facilitate them working together online. On April 1, 2014, they merged. Prior to merging, these companies were fierce business competitors, and battling search advertisers, often targeting their ads at the same search terms on Google and other search engines. Figure 1.1 shows an example screenshot of a search engine results page for a search term where both Elance and oDesk ads appear. Before the merger, we conducted an experiment where we shut down Elances search advertising in half of the United States, randomized at the regional level. Following the conclusion of the experiment and the consummation of the merger, we gained access to oDesks advertising data and internal databases to assess the impact of the Elance experiment on oDesk. Access to data from two search advertising and business competitors is unique to our setting and central to our analysis.

Url: http://deepblue.lib.umich.edu/bitstream/handle/2027.42/110421/goldenjm_1.pdf?sequence=1&isAllowed=y

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Authors: Golden, Joseph M.

Institution: University of Michigan

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Publisher Location: Ann Arbor, MI

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Data Collections: IPUMS CPS

Topics: Other

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