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Cheap Talk Advertising in Auctions
Jewitt, Ian; Li, Daniel Z. - 2021
This paper explores how a seller should transmit product information to bidders with horizontally differentiated preferences. Under cheap-talk, we show that, in an informative equilibrium, the seller provides less precise information for more popular product attributes. Second, for any given...
Persistent link: https://www.econbiz.de/10013250400
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Search advertising and information discovery : are consumers averse to sponsored messages?
Sahni, Navdeep S.; Zhang, Charles - 2020
We analyze a large-scale randomized field experiment in which a search engine varied the prominence of search ads for 3.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of search ads decreased). Revealed preference data...
Persistent link: https://www.econbiz.de/10012244407
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Targeting in Advertising Markets: Implications for Offline vs. Online Media
Bergemann, Dirk; Bonatti, Alessandro - Cowles Foundation for Research in Economics, Yale University - 2010
. We characterize the competitive equilibrium in the media markets and investigate the role of targeting for the price and … allocation of advertisements across media markets. An increase in the targeting ability leads to an increase in the total number … of purchases (matches), and hence in the social value of advertisements. Yet, an improved targeting ability also …
Persistent link: https://www.econbiz.de/10008540613
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Targeting in Advertising Markets: Implications for Offline vs. Online Media
Bergemann, Dirk; Bonatti, Alessandro - Cowles Foundation for Research in Economics, Yale University - 2010
competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the … targeting ability leads to an increase in the total number of purchases (matches), and hence in the social value of advertising …. Yet, an improved targeting ability also increases the concentration of firms advertising in each market. Surprisingly, we …
Persistent link: https://www.econbiz.de/10008490303
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Targeting in Advertising Markets: Implications for Offline vs. Online Media
Bergemann, Dirk; Bonatti, Alessandro - C.E.P.R. Discussion Papers - 2010
competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the … targeting ability leads to an increase in the total number of purchases (matches), and hence in the social value of advertising …. Yet, an improved targeting ability also increases the concentration of firms advertising in each market. Surprisingly, we …
Persistent link: https://www.econbiz.de/10008607505
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Peer to Peer Advertising through Social Networking Websites
Chatterjee, Prabirendra; Rai, Sumant - 2014
optimal pricing,advertising and link formation strategies of the players (platforms, advertisers and general users …
Persistent link: https://www.econbiz.de/10014190009
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Advertising Signaling and Social Learning : The Case of the Motion Picture Industry
Liu, Haiyan - 2017
This paper empirically studies how social learning among consumers shapes firms' optimal strategies of using advertising to signal product quality. I present an equilibrium model that describes both consumers' and firms' learning and decision-making under quality uncertainty. My model allows me...
Persistent link: https://www.econbiz.de/10012964823
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Advertising on Online Marketplaces : Information Asymmetry and the Relevance of Sponsored Listings
Abhishek, Vibhanshu - 2019
Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product listings, is a large and growing phenomenon. In this paper, we both theoretically and empirically study whether including sponsored listings improves or hurts the overall quality and...
Persistent link: https://www.econbiz.de/10012901427
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Advertising as Information for Ranking E-Commerce Search Listings
Yang, Joonhyuk; Sahni, Navdeep S.; Nair, Harikesh - 2021
Search engines and e-commerce platforms have substantial difficulty exposing new products to their users on account of … an information problem: new products typically do not have enough sales or other user-engagement that enables platforms … consumers and platforms in e-commerce, through its ability to reveal information that can be used by platforms to improve search …
Persistent link: https://www.econbiz.de/10013217432
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Chapter 4. Advertising in Markets
Renault, Régis - 2015
technology through which advertising conveys information to consumers, considering in turn advertising costs, targeting, and …
Persistent link: https://www.econbiz.de/10014025249