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 …

advertising industry would benefit from using a neutral third party to audit search engines' click fraud detection algorithms. …

In this study we develop a method that optimally selects online media vehicles and determines the number of advertising … other forms of online advertising are sold by methods that differ substantially from the way other media advertising is sold …. Data from an online audience measurement firm and an advertising agency are used to illustrate the speed and accuracy of …

, our page view model is used to predict the audience for Internet advertising campaigns. For very large Internet … advertising schedules, a simple approximation to the multivariate model is also derived. In a test of nearly 3,000 Internet … advertising schedules, the two new models are compared with some proprietary and nonproprietary models previously used for …

due to the anonymity afforded by online communities. We explore this new setting where advertising and word of mouth … striking contrast to existing advertising literature. In addition, we discuss consumer welfare implications and how other …

Websites increasingly allow advertisers to choose whether to bid for advertising on a per-impression or per-click basis … auction used in practice to incent brand advertisers to bid for impressions, which leaves the seller of online advertising …

emerging and developing countries. This fact is surprising considering the background of relatively low local advertising …Das internationale Werbefestival in Cannes ist einer der wichtigsten internationalen Gradmesser für kreative Werbung …