Serving two masters? : optimizing mobile ad contracts with heterogeneous advertisers
Abhijeet Ghoshal, Radha Mookerjee, Zhen Sun
| Year of publication: |
2023
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| Authors: | Ghoshal, Abhijeet ; Mookerjee, Radha ; Sun, Zhen |
| Published in: |
Production and operations management : the flagship research journal of the Production and Operations Management Society. - London : Sage Publications, ISSN 1937-5956, ZDB-ID 2151364-8. - Vol. 32.2023, 2, p. 618-636
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| Subject: | digital advertising | Lagrangian relaxation | mobile ads | real-time bidding | Werbung | Advertising | Online-Marketing | Internet marketing | Mobilkommunikation | Mobile communications | Mobile Marketing | Mobile marketing | Werbewirkung | Advertising effects | Konsumentenverhalten | Consumer behaviour | Theorie | Theory |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1111/poms.13890 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014266088