welfare. We develop a model of advertising and varieties where firms choose the intensity of digital ads directed at specific … specific consumer tastes. This research studies the relationship among digital advertising, the rise of varieties, and economic …The last decades have seen large improvements in digital advertising technology that allowed firms to better target …

-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social … market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …We survey the economics literature on media as it applies to the Internet. The Internet is an important driver behind …

-tuned tailoring and targeting of ads based on individual user characteristics are common features on many Internet media and social … market outcomes of Internet media. A large body of work has focused on the advertising part of the industry, while some …We survey the economics literature on media as it applies to the Internet. The Internet is an important driver behind …

Understanding consumer behavior in media advertising enables companies to effectively direct marketing activities …. Although online advertising methods are a relatively new concept compared to the established traditional ways of advertising …

smartphones much of the day and carry them wherever they go. These changes have disrupted the online advertising industry. This … paper provides a primer on the mobile advertising business, particularly on how the economic structure of the online … advertising industry has changed as a result of the move to mobile, and explores some of the issues that policymakers will need to …

monopolist sells multiple varieties of a good to consumers who each care about what others believe about his wealth. Advertising …This paper shows how a firm can use non-targeted advertising to exploit consumers' desire for social status. A … allows consumers both to buy different varieties and to recognize them when others buy. In equilibrium, the firm advertises …