Wirtschaft (Konsum) und Medien sind auf Werbung angewiesen - wie auch umgekehrt. Daher bedarf Werbung intensiver als bisher der kommunikationswissenschaftlichen Forschung, so das Plädoyer des nunmehr in Wien lehrenden Kommunikationswissenschaftlers. In dieser Einführung behandelt er darüber...

In this paper, we study the effects of a self-regulatory effort, orchestrated by the European Commission, that aims to reduce advertising revenues for publishers of copyright infringing content. Historical data lets us follow how the third-party advertising and tracking services associated with...

Marketers are currently focused on proper budget allocation to maximize ROI from online advertising. They use conversion attribution models assessing the impact of specific media channels (display, search engine ads, social media, etc.). Marketers use the data gathered from paid, owned, and...