We develop a model with many heterogeneous advertisers (products) and advertising markets (media). Each advertiser has … increases the concentration of advertising firms in each market. Surprisingly, we find that the equilibrium price for … show that competition by an online medium lowers the revenue of the offline medium more than competition by another offline …

advertising and then engage in product market competition either as Cournot competitors or Bertrand competitors. We show that … types of advertising, the degree of product differentiation and the form of product market competition. We then study … product market competition and the form of advertising in which firms invest …

capacity-constrained (creating competition between outlets on the advertising-side of the industry). Even in these cases …This paper examines the impact of targeting technology on competition between local and general outlets. In the absence … for advertising but also allows it to more efficiently allocate scarce advertising space. In a baseline case, we …

interesting from both a theoretical and empirical point of view. The interrelationship of reader and advertising markets, high …

This paper examines the effect of competition on second degree price discrimination in display advertising in Yellow … Page directories. Recent theoretical work makes conflicting predictions about the effect of competition on curvature. Our … main empirical finding is that competition increases the curvature of the price schedule, meaning that purchasers of the …

We find display advertising influences customer search for both the advertised brand and its competitors. We exploit a … advertisers and reduce firms' investments in advertising …

As paid search becomes the mainstream platform for online advertising today, competition further intensifies. The main … competition on their entry decisions and advertising profitability. In the counterfactual analysis, we investigate the profit … objective of this research is two-fold. On the one hand, we want to understand, in the context of paid-search advertising, the …

The Internet provides media firms with an unparalleled opportunity to target advertising towards their consumers. This … paper considers how targeted advertising affects different media markets. I show that media firm profits rise and … advertising prices rise the most with the ability to target advertising in more competitive media markets and those in which …

We study the strategic interaction between a new good producer and a remanufacturer who use advertising campaigns to … its advertising campaign. The two rival firms care only about capturing a dominant share of the relevant market. Hence, if … strategies yields a clear and unique prediction about the outcome of the advertising game …

equations: consumer demand for usage of a directory, advertiser demand for advertising and a publisher's first-order condition … advertising, implying a network effect. I find that internalizing network effects would significantly increase surplus. As an …