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 …

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 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 …

We develop a model with many heterogeneous advertisers (products) and advertising markets (media). Each advertiser has … increases the concentration of advertising firms in each market. Surprisingly, we find that the equilibrium price for … show that competition by an online medium lowers the revenue of the offline medium more than competition by another offline …

We measure the effectiveness of competitive advertising on brand search using alarge-scale, quasi-experimental ad …

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 … appropriate a share of the manufacturers' channel margins. In this paper, we use a game theory model with two competing …

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

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 …

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 …

Newspapers are increasingly reliant on subscription revenue as advertising spend shifts to online platforms. Many …