Digital platforms have attracted unparalleled recent interest from antitrust and competition authorities. Many digital platforms are free to consumers and are supported by advertising. Given this, the question of how advertisers approach and allocate advertising matters for understanding the...

Digital footprints of the consumers are an invaluable resource for the digital advertising industry. First and third-party data collectors track these digital footprints to predict the needs and expectations of consumers based on their online activities and deliver them personalized content and...