Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because … who are closer to making a purchase induces competitors to "poach" these consumers by directly advertising on the firm …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

Online tracking technologies (e.g. HTTP cookies) allow firms to engage in both targeted advertising and price …' pricing decisions and consumers' adoption of anonymizing technologies in markets where advertising slots are sold by a two …

In sponsored search advertising, keywords serve as an essential bridge linking advertisers, search users and search … engines. Advertisers have to deal with a series of keyword decisions throughout the entire lifecycle of search advertising … obtained from past search advertising campaigns, we conduct computational experiments to evaluate our keyword optimization …