ONLINE ADVERTISING: DEFINING RELEVANT MARKETS
نویسندگان
چکیده
منابع مشابه
Competition and Fraud in Online Advertising Markets
An economic model of the online advertising market is presented, focusing on the effect of ad fraud. In the model, the market is comprised of three classes of players: publishers, advertising networks, and advertisers. The central question is whether ad networks have an incentive to aggressively combat fraud. The main outcome of the model is to answer this question in the affirmative.
متن کاملBrand and Price Advertising in Online Markets
We model a homogeneous product environment where identical e-retailers endogenously engage in both brand advertising (to create loyal customers) and price advertising (to attract shoppers). Our analysis allows for cross-channele¤ects; indeed, we show that price advertising is a substitute for brand advertising. In contrast to models where loyalty is exogenous, these cross-channel e¤ects lea...
متن کاملConcentration in Advertising-Supported Online Markets: An Empirical Approach
This paper examines the causes on market concentration in advertisingsupported online markets such as sports, news, and email. In particular, it is the first paper to explore the relationship between concentration and product differentiation, economies of scale, market size, advertising, content costs, and multi-market ownership in online markets. As expected, differentiated large markets with ...
متن کاملTargeting in advertising markets: implications for offline versus online media
We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications of targeting. An increase in targeting leads to an increase in the total number of consumer-prod...
متن کاملOnline Advertising Intermediary: How Online Advertising Works?
Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, “ad clutter”, the key criticism on online advertising; is about to put online advertisement’s benefits away and annoying users more t...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
ژورنال
عنوان ژورنال: Journal of Competition Law and Economics
سال: 2011
ISSN: 1744-6414,1744-6422
DOI: 10.1093/joclec/nhr002