strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

strategically set termination fees to induce fragmentation. This takes place when advertising revenues are potentially large but … identify an important link between termination fees, the online advertising market and Internet fragmentation. We extend the … model to account for multi-homing consumers, vertically integrated ISPs, third-party advertising platforms and heterogeneous …

recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main …

otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer …

inferences about a consumer's preferred product category and offer advertising firms the possibility to target their ads to match … the consumer's taste. Such targeting reduces overall advertising costs and, as a direct effect, increases industry profits … intensify competition between firms. As a result, firms may earn higher profits from "de-targeted" advertising; i.e., when the …

Taxation of advertising has been a recurring policy idea in recent U.S. tax reforms and around the globe. In this paper …

We develop an advertising strategy for durable goods firms applying a dual time-period model while considering three …-stage game in a Cournot competition. We assume that firms employ two advertising approaches; one is online advertising, which … escalates consumers' willingness to purchase goods and the other is conventional mass media advertising, including television …

intensifies price competition. However, a profit-maximizing search engine imposes a distortion by charging too high an advertising …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive and …