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 …

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 …