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

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