The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target …

Television (TV), the predominant advertising medium, is being transformed by the micro-targeting capabilities of set …-by-second show and advertisement viewing model, using this approach to forecast consumers' exposure to advertising and the downstream … consequences for sales.We find that micro-targeting can lower advertising costs and raise incremental profit. Further, these …

We analyze how alternative consumer data handling regimes affect the welfare of consumers, advertising firms, and an … intermediary Ad exchange in the context of targeted advertising. We find that the collection and use of consumer data for targeting … share with advertising firms only a subset of consumer data, maximizing its profits at their cost. In situations where the …

This chapter proposes an analysis of the role of advertising in the transmission of information in markets. It also … describes how the economic analysis of informative advertising provides a satisfactory account of advertising practices and … discusses the extent to which resorting to alternative approaches to advertising might be fruitful. In doing so, it provides an …

.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of … search ads decreased). Revealed preference data reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …

products and process in order to position themselves as Green. Marketers have directed their focus on advertising as the best … researches have been carried out to study the influence of perception towards green advertising on purchase intention that … suggests the aspect of advertising to bank upon. The aim of this paper is to examine the influence of consumer perception …

We study consumer response towards sponsored search advertising and how to improve advertising performance on a large e … suggest that consumers dislike search advertising in our setting, but quality certificates mitigate this aversion and increase … advertising sales …