Mobile advertising allows retailers, service providers, and manufacturers to provide consumers with increasingly … technological context variables; a strong focus on advertising goals; accounting for market factors related to the nature of … article provides an overarching framework to synthesize current findings in mobile advertising, as well as a research agenda …

digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising can increase users’ propensity to search for the … display advertising on increasing consumers’ propensity to make a purchase. Furthermore, we find that the advertising …

advertising services provided by internet search engines. Keyword advertising systems have been the subject of several litigations … attracting customers to the websites of retailers and competitors, online advertising restrictions also raise anticompetitive … light on the economic rationales and legal implications of keyword advertising in order to strike a proper balance between …

smartphones much of the day and carry them wherever they go. These changes have disrupted the online advertising industry. This … paper provides a primer on the mobile advertising business, particularly on how the economic structure of the online … advertising industry has changed as a result of the move to mobile, and explores some of the issues that policymakers will need to …

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 …

Yahoo’s local search advertising service support the existence of substantial positive two-way feedback between the consumer …

superior firm enters the agreement only if it results in a large enough increase in demand for advertising space at the … share, the agreement is beneficial for the inferior firm, as the later firm's additional revenues from a higher advertising …

displayed alongside these results is priced using a separate auction. Search engine advertising prices therefore reflect … policy debate asks if this marketing strategy merely makes advertising more informative, or whether it also effectively … extracts rent from advertisers. To inform this debate and to better understand search engine advertising more generally, we …