Advertising is often delivered through media. The evolution of media technologies has transformed the advertising landscape over time. We present a model to understand this evolution, unveiling the role of media formats in advertising. The model features a media platform's control of a...

Although social advertising has grown to be one of the major online advertising channels in recent years, its effectiveness is not been fully understood. In this study, we use data from a large-scale field experiment on a major social media platform (WeChat Moments) to investigate how the...

Although social advertising has become a major online advertising channel in recent years, its effectiveness is not fully understood. In this study, we use data from a large-scale field experiment with a major social media platform (WeChat Moments) to investigate how the display of social cues...