Display advertising is a major source of revenue for many of the online publishers and content providers. Historically …, display advertising impressions have been sold through pre-negotiated contracts, known as reservation contracts, between …

In sponsored search advertising, advertisers bid to be displayed in response to a keyword search. The operational … broad match, in sponsored search advertising. We show that because these costs inhibit participation by advertisers in …

Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …