Gal-Or, Esther; Gal-Or, Mordechai; May, Jerrold H.; … - In: Management Science 52 (2006) 5, pp. 713-725
The personal video recorder (PVR) facilitates the use of targeted advertising by allowing companies to monitor television viewing behavior and to build demographic profiles of viewers from the data that are collected. Our research explores the extent to which an advertiser should allocate...