This article emphasises that a key to understanding the (net) benefits of the Internet is to remember that all online … distribution costs associated with the diffusion of the Internet had a heterogeneous impact across locations. …

Drawing on the literature on online advertising, I argue that the fundamental economic difference between online and … themes in the online advertising literature: understanding advertising effectiveness, auctions, privacy, and antitrust … offline advertising is a substantial reduction in the cost of targeting. This cost reduction informs what I view as the main …

We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We … Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads. …

displayed alongside these results is priced using a separate auction. Search engine advertising prices therefore reflect … policy debate asks if this marketing strategy merely makes advertising more informative, or whether it also effectively … extracts rent from advertisers. To inform this debate and to better understand search engine advertising more generally, we …

We examine whether the growth of the internet has reduced the effectiveness of government regulation of advertising … randomized exposure to online advertising for 275 different online advertising campaigns to 61,580 individuals. People are 8 … to states that do not. For consumers exposed to online advertising, this gap narrows to 3 percent. We also show similar …