This paper studies the strategic aspects of contextual advertising. Contextual advertising entails the display of relevant ads based on the content that a consumer views and exploits the possibility that consumers' content preferences are indicative of their product preferences. The results show...

Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to...

One of the hallmarks of competitive interaction is each firm’s desire to differentiate from rivals. Although differentiation may be achieved through product related choices, advertising levels may constitute another key mechanism. In this paper, we examine under what conditions firms will...

Contextual advertising entails the display of relevant ads based on the content that consumers view, exploiting the potential that consumers' content preferences are indicative of their product preferences. This paper studies the strategic aspects of such advertising, considering an intermediary...