Ad content and viewer attention are strategically intertwined. Consumers watch an ad only if they expect sufficient benefit to doing so and advertisers structure ad content (information and entertainment) to make it attractive for consumer attention. We conceptualize these strategic interactions...

The advance of ad-blocking technology is expected to have profound implications to the advertising industry. This paper makes the first attempt to understand the impacts of ad blocking on consumer's ad avoidance and optimal reactions by advertiser and ad platform while the primary role of...

The skippable ad format, commonly used by online content platforms, gives a viewer the option to skip part of an advertisement after seeing some limited information, and jump directly to her desired content. It also enables these platforms to charge advertisers only when viewers attend to the...