What is Different About Online Advertising?

被引：91

作者：

Goldfarb, Avi ^{[1
]}

机构：

[1] Univ Toronto, Rotman Sch Management, Toronto, ON M5S 3E6, Canada

来源：

REVIEW OF INDUSTRIAL ORGANIZATION | 2014年 / 44卷 / 02期

关键词：

Internet; Advertising; Targeting; PRIVACY; SEARCH; ECONOMICS; INTERNET; MARKET; INFORMATION; AUCTIONS; BEHAVIOR; OFFLINE; STATE;

D O I：

10.1007/s11151-013-9399-3

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Drawing on the literature on online advertising, I argue that the fundamental economic difference between online and offline advertising is a substantial reduction in the cost of targeting. This cost reduction informs what I view as the main themes in the online advertising literature: understanding advertising effectiveness, auctions, privacy, and antitrust.

引用

页码：115 / 129

页数：15

共 88 条

[1]

Ackhoff R., 1975, SLOAN MANAGE REV, V16, P1

[2] Conditioning prices on purchase history [J].

Acquisti, A ;

Varian, HR .

MARKETING SCIENCE, 2005, 24 (03) :367-381

[3]

Acquisti A., 2012, REV IND ORG

[4] Do Interruptions Pay off? Effects of Interruptive Ads on Consumers' Willingness to Pay [J].

Acquisti, Alessandro ;

Spiekermann, Sarah .

JOURNAL OF INTERACTIVE MARKETING, 2011, 25 (04) :226-240

[5] Skewed Bidding in Pay-per-Action Auctions for Online Advertising [J].

Agarwal, Nikhil ;

Athey, Susan ;

Yang, David .

AMERICAN ECONOMIC REVIEW, 2009, 99 (02) :441-447

[6] MARKET FOR LEMONS - QUALITY UNCERTAINTY AND MARKET MECHANISM [J].

AKERLOF, GA .

QUARTERLY JOURNAL OF ECONOMICS, 1970, 84 (03) :488-500

[7] Platform Siphoning: Ad-Avoidance and Media Content [J].

Anderson, Simon P. ;

Gans, Joshua S. .

AMERICAN ECONOMIC JOURNAL-MICROECONOMICS, 2011, 3 (04) :1-34

[8]

[Anonymous], 2011, PROC 20 INTERNAT C W

[9] E-customization [J].

Ansari, A ;

Mela, CF .

JOURNAL OF MARKETING RESEARCH, 2003, 40 (02) :131-145

[10]

Athey S., 2009, 15253 NBER

← 1 2 3 4 5 6 7 8 9 →