Facebook and Google offer hybrid advertising auctions that allow advertisers to bid on a per-impression or a per-click basis for the same advertising space. This paper studies the properties of equilibrium and considers how to increase efficiency in this new auction format. Rational expectations...

Existing market-based measures of viewpoint diversity in the media have been criticized for lacking a theoretical foundation. This paper proposes a theoretical framework to develop market-based measures of viewpoint diversity. It then uses this framework to develop four viewpoint diversity...

The Federal Communications Commission regulates local media ownership to promote competition, diversity and the provision of local programming. This study investigates how local media cross-ownership, co-ownership and ownership diversity are associated with media market outcomes. Cross-sectional...

For marketers, television remains the most important advertising medium. This paper proposes a two-sided model of the television industry. We estimate viewer demand for programs on one side and advertiser demand for audiences on the other. The primary objective is to understand how each group's...

Click fraud is the practice of deceptively clicking on search ads with the intention of either increasing third-party website revenues or exhausting an advertiser's budget. Search advertisers are forced to trust that search engines detect and prevent click fraud even though the engines get paid...

Websites increasingly allow advertisers to choose whether to bid for advertising on a per-impression or per-click basis. We present the first analysis of this new hybrid auction market. The conventional wisdom in this industry is that brand advertisers (e.g., Coca-Cola) will bid for impressions,...