Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads’ click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads’ impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness...

Online marketplace, taken the form of ‘‘open market’’ where a very large number of buyers and sellers participate, has occupied a rapid increasing position in e-commerce, which resulting in sellers’ increasing investment on online advertising. Hence, there is a growing need to identify the effectiveness of online advertising in the online marketplaces such as eBay.com. However, it is problemati...

Advances in information technologies enable firms to collect detailed consumer data and target individual consumers with tailored ads. Consumer data are among the most valuable assets that firms own. An interesting phenomenon is that competing firms often trade their consumer data with each other. Based on a common-value all-pay auction framework, this paper studies the advertising competition ...

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...

Unlike the traditional model of information pull, matchmaking is base on a cooperative partnership between information providers and consumers, assisted by an intelligent facilitator (the matchmaker). Refer to some experiments, the matchmaking to be most useful in two different ways: locating information sources or services that appear dynamically and notification of information changes. Effect...

Advertisers running display advertising campaigns often request actionable recommendations for booking the most effective new ad campaigns and improving the performance of ongoing campaigns. Typically, the recommendations desired by advertisers fall into two broad categories: improved performance in terms of metrics like CTR, CPC, and CPA; and increased reach, which is the number of unique user...

Abstract Despite the growing application of augmented reality in advertising, there is limited understanding about how customers respond to their interaction with advertising and it differs from a standard paper-based advertising. Augmented ads are immersive, interactive, lifelike, which means they may help companies create an emotional connection customers. The authors test if would terms affe...

In paid search advertising on Internet, advertisers bid for specific keywords. Consumer involvement affects a consumer’s purchase intention. However, there has been no research on selecting keywords in paid search advertising depending on consumer involvement from the advertisers’ perspective. Our paper investigates the effects of several factors including impressions, click-through rate, conve...

Most web sites provide display advertising and contextual advertising services simultaneously, which are the main ad formats in Internet. With multimedia format, the pricing of display ads is generally based on the occurrence of ad impressions. However, targeting their customers more accurately, contextual ads are performance based advertisements and are charged only if one visitor clicks a cli...