Performance-based advertising is becoming increasingly popular in the online advertising industry, where advertisers pay the publisher only when an “action” (e.g., a click-through or a purchase) is generated by the advertisement. This paper illustrates that adopting this emerging advertising...

This research investigates a newly observed online pricing practice in which a seller frames a price premium as a discount by simultaneously increasing the price and introducing a list price, a scheme we call “Premium and List Price Synchronization” (PLPS). By analyzing longitudinal data of...

Performance-based advertising is becoming increasingly popular in the online advertising industry, where the advertiser pays to the publisher only when an "action" (e.g., a click-through) is generated by the advertisement. We study how the performance-based advertising scheme affects one of the...