This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …

We study the relation between ad networks, consumer privacy and the online advertising market. We consider two …). We show that tracking may increase or decrease the provision of ads, depending on its effect on expected advertising …

advertising experiments that affect usage of one product at a time to directly measure complementarities based on consumption … subscription products and demonstrate the implications for advertising targeting decisions, and our identification strategy has …

We model the idea that when consumers search for products, they first visit the firm whose advertising is more salient …. The gains a firm derives from being visited early increase in search costs, so equilibrium advertising increases as search … heterogeneity in advertising costs. Firms whose advertising is more salient and therefore raise attention more easily charge lower …