Offline retailers increasingly use location-based coupons to target consumers in their vicinity in real-time. The rationale for the use of location-based coupons is that geographic proximity increases the relevance for consumers and, thus, the effectiveness of these campaigns. Two key...

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

The phenomenon of paid search advertising has now become the most predominant form of online advertising in the marketing world. However, we have little understanding of the impact of search engine advertising on consumers' responses in the presence of organic listings of the same firms. In this...

A unique aspect of sponsored search advertising is that it allows firms to track what products consumers initially search for and what products they eventually buy after visiting their website – something that is typically hard to acquire in physical world settings. Based on a unique dataset...