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Zhang, Kaifu; Katona, Zsolt - In: Marketing science : the marketing journal of the … 31 (2012) 6, pp. 980-994

Persistent link: https://www.econbiz.de/10009702510

Zhang, Kaifu - 2011

This paper studies the strategic aspects of contextual advertising. Contextual advertising entails the display of relevant ads based on the content that a consumer views and exploits the possibility that consumers' content preferences are indicative of their product preferences. The results show...

Persistent link: https://www.econbiz.de/10013130636

Inefficiencies in digital advertising markets

Gordon, Brett R.; Jerath, Kinshuk; Katona, Zsolt; … - In: Journal of marketing 85 (2021) 1, pp. 7-25

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Commentary: inefficiencies in digital advertising markets : evidence from the field

Porter, Jonathan - In: Journal of marketing 85 (2021) 1, pp. 30-34

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The race for sponsored links : bidding patterns for search advertising

Katona, Zsolt; Sárváry, Miklós - In: Marketing science : the marketing journal of the … 29 (2010) 2, pp. 199-215

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Predicting mobile advertising response using consumer colocation networks

Zubcsek, Peter Pal; Katona, Zsolt; Sárváry, Miklós - In: Journal of marketing 81 (2017) 4, pp. 109-126

Persistent link: https://www.econbiz.de/10011734907

Contextual Advertising

Zhang, Kaifu; Katona, Zsolt - 2013

Contextual advertising entails the display of relevant ads based on the content that consumers view, exploiting the potential that consumers' content preferences are indicative of their product preferences. This paper studies the strategic aspects of such advertising, considering an intermediary...

Persistent link: https://www.econbiz.de/10014039575