The Internet provides media firms with an unparalleled opportunity to target advertising towards their consumers. This … paper considers how targeted advertising affects different media markets. I show that media firm profits rise and … advertising prices rise the most with the ability to target advertising in more competitive media markets and those in which …

capacity-constrained (creating competition between outlets on the advertising-side of the industry). Even in these cases …This paper examines the impact of targeting technology on competition between local and general outlets. In the absence … for advertising but also allows it to more efficiently allocate scarce advertising space. In a baseline case, we …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

.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 reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …

stay in business. Nowadays, both product and corporate branding are important and given the increase in online advertising …, additional research to better understand advertising avoidance is needed. Most advertising avoidance studies to date measure … either task attention or attention to advertising. This paper contributes to a more holistic view of attention by examining …