Recently, the disruptive impact of blockchain technology on the digital advertising industry has caught widespread attention. However, advertisers are uncertain of whether to adopt the blockchain, and it is unclear how publishers would allocate their spots facing this new technology. Although...

Search advertising marketplace is highly competitive in nature. As such, advertisers have to consider their competitors' responses when making advertising decisions, which concern both bid determination in individual keyword auction instances, and budget allocation over time at the aggregate...

Recently, a controversial new privacy policy on the mobile app platform, which requires app developers to display privacy labels and request data-tracking permissions from users, has sparked a heated discussion among practitioners in digital advertising. In this paper, we build a game-theoretic...

Sponsored search advertising has become an important venue for firms to compete for consumers. As a result, many keywords attract a large number of bidders, where the competing advertisers could be quite heterogeneous. We examine whether this heterogeneity impacts how consumers perceive and...