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Common Agency and Coordinated Bids in Sponsored Search Auctions

Decarolis, Francesco - 2013

As auctions are becoming the main mechanism for selling advertisement space on the web, marketing agencies specialized in bidding in online auctions are proliferating. We analyze theoretically how bidding delegation to a common marketing agency can undermine both revenues and efficiency of the...

Persistent link: https://www.econbiz.de/10013074903

News Media Bargaining Codes

Sandrini, Luca; Somogyi, Robert - 2023

and a news website that is the content creator. Our main objective is to evaluate a policy intervention that aims to … novel trade-off between the higher advertising efficiency of social media and the value of content creation by news websites …. News content creation exerts a positive externality both on consumers and the social media platform. However, the …

Persistent link: https://www.econbiz.de/10014345192

The Reach and Persuasiveness of Viral Video Ads

Tucker, Catherine - 2014

Many video ads are designed to go 'viral,' so that the total number of views they receive depends on customers sharing the ads with their friends. This paper explores the relationship between number of views and how persuasive the ad is at convincing consumers to purchase or to adopt a favorable...

Persistent link: https://www.econbiz.de/10013067196

Economic Loss of Cookie Lifetime Restrictions

Miller, Klaus M. - 2018

Over the past few years, regulators have begun to consider restricting a cookie's lifetime as a way to protect consumer privacy. Most of this debate has taken place in the absence of any quantified cost-benefit analysis. To begin to fill this gap on the cost side of this discourse, we es-timate...

Persistent link: https://www.econbiz.de/10012932644

Newspapers in Times of Low Advertising Revenues

Angelucci, Charles - 2017

consequences on newspapers' content and prices of a reduction in advertisers' willingness to pay. Newspapers choose the size of … their newsroom, and readers are heterogeneous in the relative amount of journalistic-intensive content they prefer. We show … that a reduction in advertising revenues lowers newspapers' incentives to produce journalistic-intensive content, which …

Persistent link: https://www.econbiz.de/10012973927

How Do Platform Participants Respond to an Unfair Rating? An Analysis of a Ride-Sharing Platform Using a Quasi-Experiment

Kapoor, Anuj - 2017

Online rating systems can lead, on occasion, to reviews that are unfair or un-representative of the true quality provided. On the one hand, receiving an unfairly low rating once, might induce someone a platform supplier to exert more effort and receive a better rating the next time. On the other...

Persistent link: https://www.econbiz.de/10012944680

Towards a Digital Attribution Model : Measuring the Impact of Display Advertising on Online Consumer Behavior

Ghose, Anindya; Todri, Vilma - 2015

The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique...

Persistent link: https://www.econbiz.de/10014132721

An Empirical Analysis of Search Engine Advertising : Sponsored Search in Electronic Markets

Ghose, Anindya; Yang, Sha - 2014

The phenomenon of sponsored search advertising – where advertisers pay a fee to Internet search engines to be displayed alongside organic (non-sponsored) web search results – is gaining ground as the largest source of revenues for search engines. Using a unique 6 month panel dataset of...

Persistent link: https://www.econbiz.de/10014048240

Search Engine Advertising : Channel Substitution when Pricing Ads to Context

Goldfarb, Avi; Tucker, Catherine - 2012

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in “ambulance-chaser” regulations across states. When lawyers cannot contact clients by mail,...

Persistent link: https://www.econbiz.de/10014048263