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

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 argues, in the context of targeted advertising, that receivers' rational inattention and ability to … has an opportunity to launch an advertising campaign and chooses a targeting strategy -- which consumers to send its …

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 …

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 …

This paper examines a firm's incentive to supply information through advertising when consumers can choose between … deterrence when the search cost is low. Moreover, informative advertising and consumer search behave as complements in the …

!'s search advertising business. Two of the deals have not raised antitrust concerns by competition authorities. I review these …

engine. This last result suggests that the search advertising industry may benefit from using a neutral third party to audit …

Advertisers seek to maximize profits by investing in advertising. We propose a “cost-per-incremental-action” (CPIA …) pricing model which incorporates the causal contribution of advertising in order to achieve the advertisers' objectives such … recent empirical studies measuring the causal effects of advertising within the context of existing pricing models …

This paper analyzes how advertising can be used to mislead rivals in an oligopoly environment with demand uncertainty …-à-vis the competitor's product is unknown. In each period, a firm sets prices for its product and exerts an advertising effort … that is imperfectly observed by the rival later on. Advertising is persuasive in that it enhances willingness to pay, but …