This paper surveys competition problems in the search ads segment of the online advertising industry. We review the …

's keywords. Using a game theory model, we study how competing firms should allocate their advertising budgets, and how a search …Traditional advertising, such as TV and print advertising, primarily builds awareness of a firm's product among … consumers. On the other hand, sponsored search advertising can target consumers in a later stage of the purchase process because …

We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a … different segment of consumers, and each medium has a different ability to target advertising messages. We characterize the … competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets.An increase in the …

This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on …

Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

Online tracking technologies (e.g. HTTP cookies) allow firms to engage in both targeted advertising and price …' pricing decisions and consumers' adoption of anonymizing technologies in markets where advertising slots are sold by a two …