A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

On social media platforms, unsafe and unlawful materials might hurt advertisers by generating ``brand safety issues''. Users instead might prefer or dislike such content. We study the incentive of an ad-funded platform to design its content policy and moderate unsafe content. When advertisers...

We study the incentive of an ad-funded social media platform to curb the presence of unsafe content that entails reputational risk to advertisers. We identify conditions for the platform not to moderate unsafe content and demonstrate how the optimal moderation policy depends on the risk the...