Yuan, Yuehong; Caulkins, Jonathan P.; Roehrig, Stephen - In: European Journal of Marketing 32 (1998) 7/8, pp. 677-687
Explores the question of whether the traditional practice of bundling advertisements with content will prevail or become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly depends on whether advertisers will choose to deliver...