recent evidence on increased ad-blocking, which has become a key concern to the entire advertising industry. Our main … findings are robust to several variations, including price and salience competition as well as varying quality of the available …

This paper applies the theory of memory for advertising, developed in the consumer behavior literature, to an … industrial organization setting to provide insight into advertising strategies in imperfectly competitive markets. There are two … new ads is hampered by past ad exposure. The equilibrium of the advertising game is characterized for both proactive and …

otherwise standard targeting framework can explain several recent key issues from the advertising industry, such as consumer …

We present a strategic game of pricing and targeted-advertising. Firms cansimultaneously target priceadvertisements to … occur surely. Equilibria exhibit random advertising--to induce an unequal distribution of information in the market …

different sites face the right incentives when choosing their advertising policies? We build a model showing that websites are … structures with these features, we show that neither a third-party ad advertising agency nor payments from users to websites …

advertising goals; and (iv) the skippable format is better suited for less ambitious advertising goals, such as brand awareness …

We consider a market with two symmetric firms and two asymmetric consumer groups. Firms send advertising messages which …

inferences about a consumer's preferred product category and offer advertising firms the possibility to target their ads to match … the consumer's taste. Such targeting reduces overall advertising costs and, as a direct effect, increases industry profits … intensify competition between firms. As a result, firms may earn higher profits from "de-targeted" advertising; i.e., when the …

This paper explores the strategic tradeoff between advertising and pricing when firms have asymmetric loyal market … segments and also can compete for shoppers who purchase at the lowest advertised price. Two advertising structures consistent … with real world settings are considered. In the first setting firms are limited to advertising campaigns that reach a …