Search Engine Advertising has grown strongly in recent years and amounted to about USD 60 billion in 2014. Based on real-world data of online campaigns of 28 companies, we analyse the incident of a hacked campaignaccount. We describe the occurred damage, i.e. (1) follow-up consequences of unauthorized access to the account of the advertiser, and (2) limited availability of short-term online cam...

W develop a two-stage consumer-level model of paid search advertising response based on standard aggregated data provided to advertisers by major search engines such as Google or Bing. The proposed model uses behavioral primitives in accord with utility maximization and allows recovering parameters of the heterogeneity distribution in consumer preferences. The model is estimated on a novel paid...

From the very beginning, advertising revenue was a major motivation to establish a journal owned by the American Academy of Pediatrics (AAP) and a major focus of the board of directors. The first editor, Dr Hugh McCulloch, proclaimed that “Pediatrics will consist of four divisions; the fourth division is advertising.”2 Until the late 1970s, this was all display advertising or advertising prepar...

We consider a market where a single seller must employ informative advertising to launch a new product of observable quality. The monopolist may use mass, targeted or customer directed advertising. We show that the choice of advertising strategy depends on the economic properties of the advertising technology. If this exhibits strong economies of targeting, customer directed advertising arises ...

the current paper aims to examine the liability observed in sphere of presentation of goods and services with the infraction of special codes and regulations related to advertising or general codes or regulations of liability with contractual or non-contractual basis. specifically, there are not any mentions about all kinds of these liabilities in the rules of iran. the current research, which ...

In last decade, yearly revenue from online advertising has soared from a moderate US$907 million to a whooping US$16.9 billion and the driving force behind this huge leap is found to be search advertising. Forecasts suggest that this trend will continue in coming years through the innovation of new types of search-related advertising. This rapidly burgeoning industry involves complex business m...

Firms that sell via a direct channel and via indirect channels have to decide whether to allow third-party sellers to use the trademarked brand name of the product in their advertising. This question has been particularly controversial for advertising on search engines. In June 2009, Google started allowing any third-party reseller for a product to use a trademark, such as ‘Doubletree,’ in the ...

Paid placements on search engines reached sales of over $10 billion in the U.S. last year and represent the most rapidly growing form of online advertising today. In its classic form, a search engine sets up an auction for each search word in which competing web sites bid for their sponsored links to be displayed next to the search results. We model this advertising market focusing on two of it...

As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking tailor content best match the interests of viewers. Addressable an interactive form that combines online data personalization with aim addressing individual viewers and improving outcomes. This study investigated whether audience engagement (indexed by self-report likin...