Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading … example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and … researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the …

Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising … for most of the advertising expenses, resulting in average returns that are negative …

online advertising that most Internet users encounter daily. GSP is tailored to its unique environment, and neither the …

In this paper, we explore the hypothesis that an important force behind the collapse in advertising revenue experienced … introduce a model of the market for advertising on news media outlets whereby news outlets are modeled as competing two … equilibrium outcomes in the advertising market. One consequence is that multi-homing on the part of advertisers is heterogeneous …

We use a unique dataset that combines information on advertising by subprime lenders and mortgages originated by them … from 2002 to 2007 to study the relationship between advertising and the nature of mortgages obtained by consumers. We … relationship between the intensity of local advertising and the expensiveness of mortgages extended by lenders within a given …

We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …

to the 2010 BP oil spill and test how BP's investment in the 2000-2008 “Beyond Petroleum” green advertising campaign ….9 cents per gallon and 4.2 percent, respectively, in the month after the spill. However, pre-spill advertising significantly … incentives to engage in green advertising without investments in environmental stewardship …