Under the practice of “digital co-op”, manufacturers subsidize the online advertising expenditures of retailers that … they sell their products through, even though retailers typically compete with manufacturers in the advertising market and … search advertising in which an ad slot is sold through a second-price auction, we obtain the key insight that a manufacturer …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …

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 … recent empirical studies measuring the causal effects of advertising within the context of existing pricing models …

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 … fixed percentage of each retailer's advertising cost, while at the same time competes with its retailers and outside …

, which allow users to get desired website content without unwanted advertising. As a countermeasure, many of these websites … bypass the anti-adblock filter. To better understand the choice among these responses, we propose a conceptual framework that … user-related factors: (a) more positive (negative) attitudes toward online advertising encourage adblocker deactivation …

We develop a duopoly model with advertising supported platforms and analyze incentives of a superior firm to license … network effects arising fromthe aversion of users to advertising. We establish a relationship between licensing incentives and … the advertising intensity, benefits advertisers and harms users. Our model provides a rationale for technology …

testimonial will increase social media advertising effectiveness. This paper uses data from field experiments conducted by two …

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 digital advertising, but each manifests in new ways in markets for …

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for …. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5-7% higher …. Therefore, online advertising substitutes for offline advertising. This substitution towards online advertising is strongest in …