In this paper, we explore how keyword ambiguity can affect search advertising performance. Consumers arrive at search engines with diverse interests, which are often unobserved and nontrivial to predict. The search interests of different consumers may vary even when they are searching using the...

Search engines enable advertisers to target consumers based on the query they have entered. In a framework in which consumers search sequentially after having entered a query, I show that targeting reduces search costs, improves matches and intensifies price competition. However, a...

Keyword banner advertising is a form of targeted online marketing practice whereby a banner ad is displayed on a search engine results page. The banner ad is triggered by the keyword used in the search. Many search engines sell trademarks as keywords as well, allowing competitors to purchase...

Empirical evidence suggests that most advertisements contain little direct information. Many do not mention prices. We analyze a monopoly firm's choice of advertising content and the information disclosed to consumers. The firm advertises only product information, price information, or both; and...

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e-commerce platform. Our research design is based on a field experiment which randomizes the salience of ad disclosure to consumers, and a natural experiment which eradicates a...

We study the effectiveness of influencer marketing in the video game industry. To this end, we construct a novel dataset on video game streaming on Twitch.tv, the largest video game streaming platform in the world, by monitoring live streams every 10 minutes for eight months. Leveraging these...

Predicting the probability that a user will click on a specific advertisement has been a prevalent issue in online advertising, attracting much research attention in the past decades. As a hot research frontier driven by industrial needs, recent years have witnessed more and more novel learning...

Purpose of the article: To explore Genneration Z's and millennials' perceptions of masculinity in advertising and determine which type of masculinity and which masculinity characteristics consumers favour in a masculine character or the advertising message centred around masculinity. This can...

Differential Privacy offers the online advertising industry new means to increase consumer privacy by obfuscating consumer data. While achieving the same privacy, these means decrease targeting accuracy differently, subsequently reducing advertisers’ willingness to pay (WTP) for targeted...

The aim of the study was to determine the impact of brand social media marketing on the dynamics of the company's share value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising campaign in social media. The economics and...