Renault, Régis - Université Paris-Dauphine (Paris IX) - 2014
. The platform chooses which information is in an ad and may be observed by consumers before they click. It also selects the … tailored to the tastes of some particular group. Consumers search sequentially through ads incurring a surfing cost of moving … to the next ad. They may click on an ad at some cost, which provides all relevant information and the opportunity to buy …