advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes … advertising format, consumers seem to react negatively towards sponsored content ads. In this paper, we present an analytical … model that studies the strategic role of sponsored content advertising in a two-sided media market. We identify conditions …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or …

becomes lessdistinctive; and or it introduces advertising.These are timely issues, given the extent to which public … broadcasters are increasingly criticised forseeking popularity, losing distinctiveness, and in many cases, introducing advertising … parallels to other sectors where services are also offered free at the point of access, butfinanced by advertising. The most …

setup differentiated platforms compete in advertising and offer consumers a service free of charge (such as a TV program …) that is financed through advertising. We show that advertising can exhibit the properties of a strategic substitute or …