The authors study the joint effects of creative format, message content, and targeting on the performance of digital ads over time. Specifically, they present a dynamic model to measure the effects of different sized static (GIF) and animated (Flash) display ad formats; and consider whether...

Many customers visit several online platforms before making a product purchase. These online platforms often offer multiple "ad positions" that advertisers can obtain via bidding in an auction. The ad positions differ in their "prominence" - the probability of engaging incoming visitors. We...