Esteban, Lola; Hernández, José M. - In: SERIEs - Journal of the Spanish Economic Association 2 (2011) 2, pp. 255-282
particular, we show that (1) compared to uniform advertising, targeting leads both firms to always charge higher prices, (2) the … to a further increase in prices. In addition, more specialized targeting may raise price competition, so firms may find … it optimal to use low specialized targeting. …