We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a … different segment of consumers, and each medium has a different ability to target advertising messages. We characterize the … competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets.An increase in the …

We develop a model with many heterogeneous advertisers (products) and advertising markets (media). Each advertiser has … increases the concentration of advertising firms in each market. Surprisingly, we find that the equilibrium price for …

We develop a model with many heterogeneous advertisers (products) and advertising markets (media). Each advertiser has … increases the concentration of advertising firms in each market. Surprisingly, we find that the equilibrium price for …

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a … different segment of consumers, and each medium has a different ability to target advertising messages. We characterize the … competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the …

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a … different segment of consumers, and each medium has a different ability to target advertising messages. We characterize the … competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the …