View in EDS HTML Full Text PDF Full Text

Applying Large Language Models to Sponsored Search Advertising.

Saved in:

Bibliographic Details
Title:	Applying Large Language Models to Sponsored Search Advertising.
Authors:	Reisenbichler, Martin¹ (AUTHOR) martin.reisenbichler@wu.ac.at, Reutterer, Thomas¹ (AUTHOR) thomas.reutterer@wu.ac.at, Schweidel, David A.² (AUTHOR) dschweidel@emory.edu
Source:	Marketing Science (INFORMS). Jan/Feb2026, Vol. 45 Issue 1, p123-141. 19p.
Database:	Business Source Ultimate
Full text is not displayed to guests. Login for full access.

Description
ISSN:	07322399
DOI:	10.1287/mksc.2023.0611