, prices are zero - "free." On the other side of the market, Facebook's and Google's revenues are derived from advertising … advertised, - Increasing prices to consumers beyond the cost of advertising via the market power of the remaining firms in the …

Advertisers seek to maximize profits by investing in advertising. We propose a “cost-per-incremental-action” (CPIA …) pricing model which incorporates the causal contribution of advertising in order to achieve the advertisers' objectives such … recent empirical studies measuring the causal effects of advertising within the context of existing pricing models …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search … engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising … obtained from past search advertising campaigns, we conduct computational experiments to evaluate our keyword optimization …