Mobile in-app advertising is now the dominant form of digital advertising. While these ads have excellent user …

. Guerrilla advertising is one of the growing marketing techniques which are used by advertising industry that makes a use of … research is causal. The buying behavior of consumer is taken as a dependent variable and guerrilla advertising as an … found that there is a significant impact of guerrilla advertising on consumer buying behavior …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

-economic life. The latter concerns also advertising, which is particularly sensitive to the developments occurring in the global … services. The specific question which appears in this context is whether to use standardized or adapted advertising. The … globalization on the recipients’ perception of the adver-tising activity of foreign companies operating in the Polish market …

Individual investors use advertisements to make investment decisions. We test how advertising content affects investor …

Measuring the causal effects of digital advertising remains challenging despite the availability of granular data …. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns … in the advertising industry enables observational methods to recover the causal effects of online advertising. Using data …

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 …

if advertising markets are sufficiently thick. In turn, we study how disclosure affects the incentives of publishers to … competitiveness of advertising markets and the ability of platforms to profile consumers. We show that, even when most consumers multi …-home, the publishers may be worse off by outsourcing to the intermediary, in particular if they operate in thin advertising …

This paper argues, in the context of targeted advertising, that receivers' rational inattention and ability to … has an opportunity to launch an advertising campaign and chooses a targeting strategy -- which consumers to send its …