This chapter focuses on the economic mechanisms at work in recent models of advertising finance in media markets …, and to clarify the conceptual aspects. The chapter first develops a canonical model of two-sided markets for advertising … advertising markets, and concrete issues such as congestion and second-degree discrimination. The second part is devoted to recent …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans … ; advertising clutter ; information congestion ; mergers, entry …

, magazines, newspapers, the Internet, and television (the illustrative example henceforth). Most advertising expenditures are … incurred for these media. They are also mainly supported by advertising revenue. Early work stressed possible market failures … sides are coordinated by broadcasters (or “platforms”) that choose ad levels and program types, and advertising finances the …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …

failure in the industry. Advertising levels may be too low or too high, depending on the nuisance cost to viewers, the …

platforms use two-sided pricing or consumers like advertising,advertiser and consumer interests are often aligned. …

platforms use two-sided pricing or consumers like advertising,advertiser and consumer interests are often aligned. …

assumptions that there is no advertising congestion and that viewers single-home. Allowing for crowding in viewer attention spans …