Incentive problems in performance-based online advertising pricing : cost per click vs. cost per action
Year of publication: |
July 2016
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Authors: | Hu, Yu Jeffrey ; Shin, Jiwoong ; Tang, Zhulei |
Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 62.2016, 7, p. 2022-2038
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Subject: | online advertising | cost per click | cost per action | incentive | adverse selection | moral hazard | pricing model | Online-Marketing | Internet marketing | Moral Hazard | Moral hazard | Adverse Selektion | Adverse selection | Kosten | Costs | Theorie | Theory | Preismanagement | Pricing strategy | Prinzipal-Agent-Theorie | Agency theory |
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