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We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...
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Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user … types of targeting information, the incentives of ad-networks to engage in behavioral targeting, and the role of regulation … framework for targeting and an analytical auction model for examining market outcomes under counterfactual targeting regimes. We …
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Targeting breadth is defined as the number of consumer interests that an ad network uses to form the set of potential … advertisers who compete for an ad impression to a consumer in the context of display advertising. Despite its relevance and … importance to display ad platforms, the impact and optimal design of targeting breadth remain largely unexplored. We develop an …
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This paper studies how restricting data exchange between firms affects market competition in the app economy. The identification exploits iOS's privacy policy update, which limits apps from tracking users across other apps using identifiers. We find that the iOS update reduces startup app...
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Firms compete for slots on an ad-financed platform by paying the platform to display their ads. In its design, the platform decides on its ``matching quality'' by choosing how much weight to give to each firm’s payment while taking into account consumers’ preferences. Increasing the quality...
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