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 …

Using minute-by-minute TV advertising data covering some 300 firms, 327,000 ads, and $20 billion in ad spending, we … study the real-time effects of TV advertising on investors' searches for online financial information and subsequent trading … programming and national advertising at different times, allowing us to control for contemporaneous confounding events. We find …

Although it is widely acknowledged that ad rankings matter in sponsored search advertising (SSA) in both academia and … industry, its potential effect on people’s attitudes toward advertising remains as an overlooked issue. This study proposes and … tests a conceptual model examining the role of ad rankings in determining advertising attitudes in the SSA context. Moreover …

centre of a Hotelling line. Finally, we provide three applications of our results to monopoly advertising under a uniform …

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses … which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong … support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting …