Targeted Advertising on Competing Platforms
نویسندگان
چکیده
منابع مشابه
Targeted Advertising on Competing Platforms
This paper studies targeted advertising in two sided markets. Two platforms, with different targeting abilities, compete for single-homing consumers, while advertising firms are multi-homing. We show that the platform with a higher targeting ability will attract more consumers and have more advertising firms. When the targeting ability of either platform increases, all consumers benefit as they...
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ژورنال
عنوان ژورنال: The B.E. Journal of Theoretical Economics
سال: 2018
ISSN: 1935-1704
DOI: 10.1515/bejte-2017-0126