We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a...

It has been argued that internet search is a two-sided process where consumer and advertiser demand form a feedback loop, an effect that has contributed to high concentration in newspapers, yellow pages and the magazine industries. This paper employs a simultaneous equations model to test for a...

We conduct an experiment where subjects read online news articles and are shown ads for brands next to those articles. Using eye-tracking technology, we measure the attention that each individual devotes to each article and ad. Then, respondents choose between cash or vouchers for the brands...

We conduct an experiment in which subjects read online news articles and are shown ads for brands next to these articles. Using eye-tracking technology, we measure the attention that each individual pays to each article and ad. Then, respondents choose between cash or vouchers for the brands...

Channel coordination in search advertising is an important but complicated managerial decision for both manufacturers and retailers. Due to the highly concentrated market of search advertising, a manufacturer's and its retailers' ads can compete instead of complement with each other. We consider...

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

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...

Many video ads are designed to go 'viral,' so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between number of views and how persuasive the ad is at convincing consumers to purchase or to adopt a favorable...

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...

Internet users often surf to multiple websites in order to accomplish a single task. When this happens, do these different sites face the right incentives when choosing their advertising policies? We build a model showing that websites face an interesting tradeoff: on the one hand, they are...