present the firstanalysis of this hybrid advertising auction setting. The conventionalwisdom is that brand advertisers (e … bidding forclicks and bidding for impressions. The analysis implies that sellersof online advertising (a) may sometimes prefer …

Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per …-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase …

advertising industry would benefit from using a neutral third party to audit search engines' click fraud detection algorithms. …

In this study we develop a method that optimally selects online media vehicles and determines the number of advertising … other forms of online advertising are sold by methods that differ substantially from the way other media advertising is sold …. Data from an online audience measurement firm and an advertising agency are used to illustrate the speed and accuracy of …

, our page view model is used to predict the audience for Internet advertising campaigns. For very large Internet … advertising schedules, a simple approximation to the multivariate model is also derived. In a test of nearly 3,000 Internet … advertising schedules, the two new models are compared with some proprietary and nonproprietary models previously used for …

due to the anonymity afforded by online communities. We explore this new setting where advertising and word of mouth … striking contrast to existing advertising literature. In addition, we discuss consumer welfare implications and how other …