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We measure the causal effects of online advertising on sales, using a randomized experiment performed in cooperation between Yahoo! and a major retailer. After identifying over one million customers matched in the databases of the retailer and Yahoo!, we randomly assign them to treatment and...
Persistent link: https://www.econbiz.de/10013123721
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 they self-identify themselves by searching for a...
Persistent link: https://www.econbiz.de/10013106898
This paper provides a comprehensive study of the structure and dynamics of online advertising markets, mostly based on techniques from the emergent discipline of complex systems analysis. First, we look at how the display rank of a URL link influences its click frequency, for both sponsored...
Persistent link: https://www.econbiz.de/10013071008
As one of the fastest growing social media networks, Facebook is used daily by 7.91 billion users. Despite its worldwide influence, the cognitive perception of this social network has not been fully understood or researched. The current study examines human behavior when viewing Facebook pages...
Persistent link: https://www.econbiz.de/10013166612
Online display advertising is a hostile medium for field experiments. Display ad effects are tiny and necessitate large-scale experiments. The experimenter has limited control because ad exposure is jointly determined by advertisers, users, algorithms, and market competition. As such, online...
Persistent link: https://www.econbiz.de/10012836298
Programmatic advertising is prevalent in online advertising. However, it offers managers limited control over the type of website where the ad appears, resulting in brand safety issues. Aware of the risk that ads may potentially display on websites of poor quality (nonpremium websites), managers...
Persistent link: https://www.econbiz.de/10012843275
E-commerce platforms, such as Amazon, Alibaba and Flipkart, that match sellers and consumers at an unprecedented scale, operate their internal search engines to help buyers find relevant products from a large number of sellers, and also allow sellers to advertise to consumers for positions in...
Persistent link: https://www.econbiz.de/10012844549
In this paper, we study the problem of attributing credit for customer acquisition to different components of a digital marketing campaign using an analytical model. We investigate attribution contracts through which an advertiser tries to incentivize two publishers that affect customer...
Persistent link: https://www.econbiz.de/10012957616
Advertising on e-commerce marketplaces, wherein sponsored product listings are interleaved with organic product listings, is a large and growing phenomenon. In this paper, we both theoretically and empirically study whether including sponsored listings improves or hurts the overall quality and...
Persistent link: https://www.econbiz.de/10012901427
YouTube is the most popular online video platform. Thousands of videos are being uploaded in to YouTube every day. Marketers are placing their advertisements inside the YouTube videos and over a period of time, this has evolved as a business model which generates revenue for the people who...
Persistent link: https://www.econbiz.de/10012909072