A Theory of Irrelevant Advertising: An Agency-Induced Targeting Inefficiency
Author
Abstract
Suggested Citation
DOI: 10.1287/mnsc.2022.4605
Download full text from publisher
References listed on IDEAS
- Liang Guo, 2010. "Capturing Consumption Flexibility in Assortment Choice from Scanner Panel Data," Management Science, INFORMS, vol. 56(10), pages 1815-1832, October.
- Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
- Dixit, Avinash & Grossman, Gene M & Helpman, Elhanan, 1997.
"Common Agency and Coordination: General Theory and Application to Government Policy Making,"
Journal of Political Economy, University of Chicago Press, vol. 105(4), pages 752-769, August.
- Dixit, Avinash & Grossman, Gene M. & Helpman, Elhanan, 1997. "Common Agency and Coordination: General Theory and Application to Government Policy Making," Scholarly Articles 3450061, Harvard University Department of Economics.
- Kinshuk Jerath & Liye Ma & Young-Hoon Park & Kannan Srinivasan, 2011. "A "Position Paradox" in Sponsored Search Auctions," Marketing Science, INFORMS, vol. 30(4), pages 612-627, July.
- Amin Sayedi, 2018. "Real-Time Bidding in Online Display Advertising," Marketing Science, INFORMS, vol. 37(4), pages 553-568, August.
- Yu (Jeffrey) Hu & Jiwoong Shin & Zhulei Tang, 2016. "Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action," Management Science, INFORMS, vol. 62(7), pages 2022-2038, July.
- Alexander Bleier & Maik Eisenbeiss, 2015. "Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where," Marketing Science, INFORMS, vol. 34(5), pages 669-688, September.
- Zsolt Katona & Miklos Sarvary, 2010. "The Race for Sponsored Links: Bidding Patterns for Search Advertising," Marketing Science, INFORMS, vol. 29(2), pages 199-215, 03-04.
- Bengt Holmstrom, 1979.
"Moral Hazard and Observability,"
Bell Journal of Economics, The RAND Corporation, vol. 10(1), pages 74-91, Spring.
- Bengt Holmstrom, 1997. "Moral Hazard and Observability," Levine's Working Paper Archive 1205, David K. Levine.
- J. Miguel Villas-Boas, 1994. "Sleeping with the Enemy: Should Competitors Share the Same Advertising Agency?," Marketing Science, INFORMS, vol. 13(2), pages 190-202.
- Wilfred Amaldoss & Preyas S. Desai & Woochoel Shin, 2015. "Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis," Management Science, INFORMS, vol. 61(3), pages 507-519, March.
- Preyas S. Desai & Woochoel Shin & Richard Staelin, 2014. "The Company That You Keep: When to Buy a Competitor's Keyword," Marketing Science, INFORMS, vol. 33(4), pages 485-508, July.
- HOLMSTROM, Bengt, 1979. "Moral hazard and observability," LIDAM Reprints CORE 379, Université catholique de Louvain, Center for Operations Research and Econometrics (CORE).
- B. Douglas Bernheim & Michael D. Whinston, 1985. "Common Marketing Agency as a Device for Facilitating Collusion," RAND Journal of Economics, The RAND Corporation, vol. 16(2), pages 269-281, Summer.
- John W. Walsh, 1995. "Flexibility in Consumer Purchasing for Uncertain Future Tastes," Marketing Science, INFORMS, vol. 14(2), pages 148-165.
- Kreps, David M, 1979. "A Representation Theorem for "Preference for Flexibility"," Econometrica, Econometric Society, vol. 47(3), pages 565-577, May.
- Woochoel Shin, 2015. "Keyword Search Advertising and Limited Budgets," Marketing Science, INFORMS, vol. 34(6), pages 882-896, November.
- Kaifu Zhang & Zsolt Katona, 2012. "Contextual Advertising," Marketing Science, INFORMS, vol. 31(6), pages 980-994, November.
- Liang Guo, 2006. "Consumption Flexibility, Product Configuration, and Market Competition," Marketing Science, INFORMS, vol. 25(2), pages 116-130, 03-04.
- Jiwoong Shin & K. Sudhir, 2010. "A Customer Management Dilemma: When Is It Profitable to Reward One's Own Customers?," Marketing Science, INFORMS, vol. 29(4), pages 671-689, 07-08.
- Kursad Asdemir & Nanda Kumar & Varghese S. Jacob, 2012. "Pricing Models for Online Advertising: CPM vs. CPC," Information Systems Research, INFORMS, vol. 23(3-part-1), pages 804-822, September.
- J. Miguel Villas-Boas, 1999. "Dynamic Competition with Customer Recognition," RAND Journal of Economics, The RAND Corporation, vol. 30(4), pages 604-631, Winter.
- Yuxin Chen & Chakravarthi Narasimhan & Z. John Zhang, 2001. "Individual Marketing with Imperfect Targetability," Marketing Science, INFORMS, vol. 20(1), pages 23-41, November.
- Amin Sayedi & Kinshuk Jerath & Marjan Baghaie, 2018. "Exclusive Placement in Online Advertising," Marketing Science, INFORMS, vol. 37(6), pages 970-986, November.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Wilfred Amaldoss & Jinzhao Du & Woochoel Shin, 2024. "Pricing Strategy of Competing Media Platforms," Marketing Science, INFORMS, vol. 43(3), pages 488-505, May.
- Tommaso Bondi & Omid Rafieian, 2023. "Privacy and Polarization: An Inference-Based Approach," Working Papers 23-09, NET Institute.
Most related items
These are the items that most often cite the same works as this one and are cited by the same works as this one.- Amin Sayedi, 2018. "Real-Time Bidding in Online Display Advertising," Marketing Science, INFORMS, vol. 37(4), pages 553-568, August.
- W. Jason Choi & Amin Sayedi, 2019. "Learning in Online Advertising," Marketing Science, INFORMS, vol. 38(4), pages 584-608, July.
- W. Jason Choi & Amin Sayedi, 2023. "Open and Private Exchanges in Display Advertising," Marketing Science, INFORMS, vol. 42(3), pages 451-475, May.
- Yu (Jeffrey) Hu & Jiwoong Shin & Zhulei Tang, 2016. "Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action," Management Science, INFORMS, vol. 62(7), pages 2022-2038, July.
- Li, Sanxi & Sun, Hailin & Yu, Jun, 2023. "Competitive targeted online advertising," International Journal of Industrial Organization, Elsevier, vol. 87(C).
- Alex Jiyoung Kim & Subramanian Balachander, 2023. "Coordinating traditional media advertising and online advertising in brand marketing," Production and Operations Management, Production and Operations Management Society, vol. 32(6), pages 1865-1879, June.
- Shijie Lu & Yi Zhu & Anthony Dukes, 2015. "Position Auctions with Budget Constraints: Implications for Advertisers and Publishers," Marketing Science, INFORMS, vol. 34(6), pages 897-905, November.
- Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
- Jiwoong Shin & Jungju Yu, 2021. "Targeted Advertising and Consumer Inference," Marketing Science, INFORMS, vol. 40(5), pages 900-922, September.
- Amin Sayedi & Kinshuk Jerath & Marjan Baghaie, 2018. "Exclusive Placement in Online Advertising," Marketing Science, INFORMS, vol. 37(6), pages 970-986, November.
- Wilfred Amaldoss & Preyas S. Desai & Woochoel Shin, 2015. "Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis," Management Science, INFORMS, vol. 61(3), pages 507-519, March.
- Mohammad Zia & Ram C. Rao, 2019. "Search Advertising: Budget Allocation Across Search Engines," Marketing Science, INFORMS, vol. 38(6), pages 1023-1037, November.
- Harutyunyan, Mushegh & Jiang, Baojun, 2017. "Strategic Implications of Keeping Product Value Secret from Competitor’s Customers," Journal of Retailing, Elsevier, vol. 93(3), pages 382-399.
- Jan Krämer & Daniel Schnurr & Michael Wohlfarth, 2019. "Winners, Losers, and Facebook: The Role of Social Logins in the Online Advertising Ecosystem," Management Science, INFORMS, vol. 65(4), pages 1678-1699, April.
- Esther Gal-Or & Mordechai Gal-Or, 2005. "Customized Advertising via a Common Media Distributor," Marketing Science, INFORMS, vol. 24(2), pages 241-253, July.
- Wilfred Amaldoss & Kinshuk Jerath & Amin Sayedi, 2016. "Keyword Management Costs and “Broad Match” in Sponsored Search Advertising," Marketing Science, INFORMS, vol. 35(2), pages 259-274, March.
- Flavio Pino, 2022. "The microeconomics of data – a survey," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 49(3), pages 635-665, September.
- Peter Landry, 2021. "Keywords, limited consideration, and organic product listings," Quantitative Marketing and Economics (QME), Springer, vol. 19(3), pages 505-566, December.
- Zhenling Jiang & Tat Chan & Hai Che & Youwei Wang, 2021. "Consumer Search and Purchase: An Empirical Investigation of Retargeting Based on Consumer Online Behaviors," Marketing Science, INFORMS, vol. 40(2), pages 219-240, March.
- Xinyu Cao & T. Tony Ke, 2019. "Cooperative Search Advertising," Marketing Science, INFORMS, vol. 38(1), pages 44-67, January.
More about this item
Keywords
online advertising; irrelevant advertising; targeting; common agency; incentives; contractual obligation; budget constraint;All these keywords.
Statistics
Access and download statisticsCorrections
All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:inm:ormnsc:v:69:y:2023:i:8:p:4481-4497. See general information about how to correct material in RePEc.
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Asher (email available below). General contact details of provider: https://edirc.repec.org/data/inforea.html .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.