Bergemann, Dirk; Bonatti, Alessandro - Cowles Foundation for Research in Economics, Yale University - 2010
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 …