We study a simultaneous move game of targeted advertising and pricing in a market with various consumer segments. In … advertising, they can obtain positive profits. In equilibrium firms price very aggressively when they address the most profitable …

strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two …). We show that tracking may increase or decrease the provision of ads, depending on its effect on expected advertising …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

large-scale field experiment, with almost one million impressions of programmatic advertising, and a survey experiment. Our …

Negative advertising is frequent in electoral campaigns, despite its ambiguous effectiveness: negativity may reduce … advertising in electoral races with more than two candidates with a large scale field experiment during an electoral campaign for …

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e … suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase … advertising sales. …