With the rapid development of e-commerce, many manufacturers nowadays opt to open an online channel to engage in direct online sales. The mix of retailing with an online channel adds a new dimension of competition and complementarity to a product’s distribution channels. Our model focuses on the strategic effect of the manufacturer’s national advertising on alleviating the channel competition. ...

This paper considers the allocation of “shelf space” in the context of online marketplaces, where items’ positions are linked to advertising. While featuring advertised products makes search less efficient, lowering transaction commissions, it incentivizes sellers to compete for better placements via advertising. We consider this trade-off by modeling both sides of the platform. On the demand s...

This study examined the effectiveness of advertising in the context of commercialization congruence between online advertising and Web sites. Specifically, we separated commercialization congruence into commercial and noncommercial sectors, and drew from schema-congruence theory to consider the effects of commercialization congruence that may influence attitudes toward advertising. We employed ...

The last several years have seen a dramatic increase in the amount of time and money consumers spend online. As a consequence, the Internet has become an important channel that firms can use to reach out and connect to consumers which has lead to the emergence of online advertising.Given the scale and novelty of online advertising, there is a growing need to understand how consumers respond to ...

In online advertising campaigns, to measure purchase propensity, click-through rate (CTR), defined as a ratio of number of clicks to number of impressions, is one of the most informative metrics used in business activities such as performance evaluation and budget planning. No matter what channel an ad goes through (display ads, sponsored search or contextual advertising), CTR estimation for ra...

BACKGROUND To improve the overall impact (reach x efficacy) of cessation treatments and to reduce the population prevalence of smoking, innovative strategies are needed that increase consumer demand for and use of cessation treatments. Given that 12 million people search for smoking cessation information each year, online advertising may represent a cost-efficient approach to reach and recruit ...

A randomized experiment performed in cooperation between Yahoo! and a major retailer allows us to measure the effects of online advertising on sales. We exploit a match of over one million customers between the databases of Yahoo! and the retailer, assigning them to treatment and control groups for an online advertising campaign for this retailer and then measuring each individual’s weekly sale...

A randomized experiment performed in cooperation between Yahoo! and a major retailer allows us to measure the effects of online advertising on sales. We exploit a match of over one million customers between the databases of Yahoo! and the retailer, assigning them to treatment and control groups for an online advertising campaign for this retailer and then measuring each individual’s weekly sale...

Some ISPs are trying to become part of the online advertising market. Such ISPs either: (i) cooperate with online advertising entities (e.g., ad networks) by providing users’ private information to achieve better ad targeting in exchange for a share of the revenue, or (ii) modify the ad traffic on-the-fly such that they divert part of the online advertising revenue for themselves. This is a ver...

Media multitasking competes with television advertising for consumers’ attention, but it also may facilitate immediate and measurable response to some advertisements. This paper explores whether and how television advertising influences online shopping. We construct a massive dataset spanning $3.4 billion in spending by 20 brands, measures of brands’ website traffic and transactions, and ad con...