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 researchers to examine the effect of TV ads on online...

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 as profit maximization. CPIA pricing aligns...

Click fraud is the practice of deceptively clicking on search ads with the intention of either increasing third-party website revenues or exhausting an advertiser's budget. Search advertisers are forced to trust that search engines do everything possible to detect and prevent click fraud even...

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 they self-identify themselves by searching for a...

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...

Sponsored content advertising, also known as native advertising, is a new ad format in which a brand’s content takes the same form and qualities of the publisher's original content. While many advertisers have largely embraced this new advertising format, consumers seem to react negatively...

Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to increase as more media is consumed over the internet and as more advertisers shift spending to online technologies. The expansion of internet-based advertising is transforming the...

We propose a duopoly model of competition between internet search engines endowed with different technologies and study the effects of an agreement where the more advanced firm shares its technology with the inferior one. We show that the superior firm enters the agreement only if it results in...

We develop a duopoly model with advertising supported platforms and analyze incentives of a superior firm to license its advanced technologies to an inferior rival. We highlight the role of two technologies characteristic for media platforms: The technology to produce content and to place...

Ad-supported websites face an increasing loss of monetizable ad impressions due to the rapid spread of adblockers, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites use anti-adblock filters, which detect adblock users and...