Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market … inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad … blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for …

sensitive to audience losses from advertising. There is currently limited understanding of how traditional advertising and … programs, wherein time given to traditional advertising and product placement plays a role akin to the "price" of consuming a … program. Our data include audience, advertising, and program characteristics from more than 10,000 network-hours of prime …

Frequent new product introductions and short product lifecycles lead to unusually high levels of advertising in the … picture (“post-release advertising”). We estimate an instrumental-variables, lagged effects model using a novel dataset … constructed to obviate simultaneity concerns and temporal aggregation biases. We find that post-release movie advertising exhibits …

This paper proposes a new measure of television advertising avoidance, the "Passive/Active Zap" (PAZ), as an occurrence … dataset to estimate the impact of advertising content and commercial break characteristics on PAZ behavior. The results show … that advertising avoidance is negatively associated with movie ads and positively associated with advertising for websites …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

control over media content and advertising, with implications for advertising avoidance, advertising targeting and … screen” to multitask during media programs, enabling immediate online response to program and advertising content, but also …

engine. This last result suggests that the search advertising industry may benefit from using a neutral third party to audit …

more relevant, engaging, and efficient advertising, which will reduce viewers' motivation to avoid ads …

For marketers, television remains the most important advertising medium. This paper proposes a two-sided model of the …. First, viewers tend to be averse to advertising. When a highly-rated network decreases its advertising time by 10%, our … of advertising demand is ?2.9, substantially more price-elastic than 30 years ago. Third, we compare our estimates of …

Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate … and measurable response to some advertisements. This paper explores whether and how television advertising influences … whether and how TV advertising influences changes in online shopping within two-minute pre/post windows of time. We use non-advertising …