Contextual advertising entails the display of relevant ads based on the content that consumers view, exploiting the … aspects of such advertising, considering an intermediary who has access to a content base, sells advertising space to … advertisers who compete in the product market, and provides the targeting technology. The results show that contextual targeting …

-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social … market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …

A randomized experiment with 1.6 million customers measures positive causal effects of online advertising for a major … retailer. The advertising profitably increases purchases by 5%. 93% of the increase occurs in brick-and-mortar stores; 78% of …

unsteady equilibrium, a matrix of dual-targeting trademark creation is developed. …

unsteady equilibrium, a matrix of dual-targeting trademark creation is developed. …