Targeting in Advertising Markets: Implications for Offline vs. Online Media
Author
Abstract
Suggested Citation
Download full text from publisher
As the access to this document is restricted, you may want to look for a different version below or search for a different version of it.
Other versions of this item:
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Cowles Foundation Discussion Papers 1758R, Cowles Foundation for Research in Economics, Yale University, revised Aug 2010.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Levine's Working Paper Archive 661465000000000284, David K. Levine.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Cowles Foundation Discussion Papers 1758, Cowles Foundation for Research in Economics, Yale University.
References listed on IDEAS
- Susan Athey & Glenn Ellison, 2011.
"Position Auctions with Consumer Search,"
The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 126(3), pages 1213-1270.
- Susan Athey & Glenn Ellison, 2007. "Position Auctions with Consumer Search," Levine's Bibliography 122247000000001633, UCLA Department of Economics.
- Susan Athey & Glenn Ellison, 2009. "Position Auctions with Consumer Search," NBER Working Papers 15253, National Bureau of Economic Research, Inc.
- Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2007.
"Internet Advertising and the Generalized Second-Price Auction: Selling Billions of Dollars Worth of Keywords,"
American Economic Review, American Economic Association, vol. 97(1), pages 242-259, March.
- Benjamin Edelman & Michael Ostrovsky & Michael Schwarz, 2005. "Internet Advertising and the Generalized Second Price Auction: Selling Billions of Dollars Worth of Keywords," NBER Working Papers 11765, National Bureau of Economic Research, Inc.
- Yongmin Chen & Chuan He, 2011.
"Paid Placement: Advertising and Search on the Internet,"
Economic Journal, Royal Economic Society, vol. 121(556), pages 309-328, November.
- Yongmin Chen & Chuan He, 2006. "Paid Placement: Advertising and Search on the Internet," Working Papers 06-02, NET Institute, revised Sep 2006.
- Dirk Bergemann & Alessandro Bonatti, 2010.
"Targeting in Advertising Markets: Implications for Offline vs. Online Media,"
Cowles Foundation Discussion Papers
1758, Cowles Foundation for Research in Economics, Yale University.
- Bergemann, Dirk & Bonatti, Alessandro, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," CEPR Discussion Papers 7988, C.E.P.R. Discussion Papers.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Cowles Foundation Discussion Papers 1758R, Cowles Foundation for Research in Economics, Yale University, revised Aug 2010.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Levine's Working Paper Archive 661465000000000284, David K. Levine.
- Jorge A, Ferrando & Jean J, Gabszewicz & Didier Laussel & Nathalie Sonnac, 2004. "Two-Sided Network Effects and Competition : An Application to Media Industries," Working Papers 2004-09, Center for Research in Economics and Statistics.
- Ganesh Iyer & David Soberman & J. Miguel Villas-Boas, 2005. "The Targeting of Advertising," Marketing Science, INFORMS, vol. 24(3), pages 461-476, May.
- Varian, Hal R., 2007. "Position auctions," International Journal of Industrial Organization, Elsevier, vol. 25(6), pages 1163-1178, December.
- Ambrus, Attila & Reisinger, Markus, 2006. "Exclusive vs Overlapping Viewers in Media Markets," Discussion Papers in Economics 1178, University of Munich, Department of Economics.
- Lola Esteban & Agustín Gil & Jose M. Hernández, 2001. "Informative Advertising and Optimal Targeting in a Monopoly," Journal of Industrial Economics, Wiley Blackwell, vol. 49(2), pages 161-180, June.
- Ambarish Chandra, 2009.
"Targeted Advertising: The Role Of Subscriber Characteristics In Media Markets,"
Journal of Industrial Economics, Wiley Blackwell, vol. 57(1), pages 58-84, March.
- Chandra, Ambarish, 2008. "Targeted Advertising: The Role of Subscriber Characteristics in Media Markets," MPRA Paper 7955, University Library of Munich, Germany.
- Justin P. Johnson & David P. Myatt, 2006.
"On the Simple Economics of Advertising, Marketing, and Product Design,"
American Economic Review, American Economic Association, vol. 96(3), pages 756-784, June.
- David P. Myatt & Justin P. Johnson & Johnson Graduate School of Management & Cornell University, 2004. "On the Simple Economics of Advertising, Marketing, and Product Design," Economics Series Working Papers 185, University of Oxford, Department of Economics.
- Ambarish Chandra & Ulrich Kaiser, 2010.
"Targeted Advertising in Magazine Markets,"
CIE Discussion Papers
2010-02, University of Copenhagen. Department of Economics. Centre for Industrial Economics.
- Chandra, Ambarish & Kaiser, Ulrich, 2010. "Targeted advertising in magazine markets," ZEW Discussion Papers 10-063, ZEW - Leibniz Centre for European Economic Research.
- Simon P. Anderson & Stephen Coate, 2005.
"Market Provision of Broadcasting: A Welfare Analysis,"
The Review of Economic Studies, Review of Economic Studies Ltd, vol. 72(4), pages 947-972.
- Simon P. Anderson & Stephen Coate, 2003. "Market Provision of Broadcasting: A Welfare Analysis," Virginia Economics Online Papers 358, University of Virginia, Department of Economics.
- Avi Goldfarb & Catherine Tucker, 2007. "Search Engine Advertising: Pricing Ads to Context," Working Papers 07-23, NET Institute, revised Sep 2007.
- Jonathan Levin & Paul Milgrom, 2010. "Online Advertising: Heterogeneity and Conflation in Market Design," American Economic Review, American Economic Association, vol. 100(2), pages 603-607, May.
- Ambrus, Attila & Reisinger, Markus, 2006. "Exclusive vs Overlapping Viewers in Media Markets," Discussion Paper Series of SFB/TR 15 Governance and the Efficiency of Economic Systems 161, Free University of Berlin, Humboldt University of Berlin, University of Bonn, University of Mannheim, University of Munich.
- repec:bla:jindec:v:49:y:2001:i:2:p:161-80 is not listed on IDEAS
- Susan Athey & Joshua S. Gans, 2010. "The Impact of Targeting Technology on Advertising Markets and Media Competition," American Economic Review, American Economic Association, vol. 100(2), pages 608-613, May.
- Bagwell, Kyle, 2007. "The Economic Analysis of Advertising," Handbook of Industrial Organization, in: Mark Armstrong & Robert Porter (ed.), Handbook of Industrial Organization, edition 1, volume 3, chapter 28, pages 1701-1844, Elsevier.
Citations
Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
Cited by:
- Alaoui, Larbi & Germano, Fabrizio, 2020.
"Time scarcity and the market for news,"
Journal of Economic Behavior & Organization, Elsevier, vol. 174(C), pages 173-195.
- Larbi Alaoui & Fabrizio Germano, 2012. "Time scarcity and the market for news," Economics Working Papers 1348, Department of Economics and Business, Universitat Pompeu Fabra, revised Apr 2019.
- Larbi Alaoui & Fabrizio Germano, 2015. "Time Scarcity and the Market for News," AMSE Working Papers 1552, Aix-Marseille School of Economics, France, revised 27 Dec 2015.
- Larbi Alaoui & Fabrizio Germano, 2015. "Time Scarcity and the Market for News," Working Papers halshs-01251522, HAL.
- Larbi Alaoui & Fabrizio Germano, 2014. "Time Scarcity and the Market for News," Working Papers 675, Barcelona School of Economics.
- Dirk Bergemann & Alessandro Bonatti, 2010.
"Targeting in Advertising Markets: Implications for Offline vs. Online Media,"
Cowles Foundation Discussion Papers
1758, Cowles Foundation for Research in Economics, Yale University.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Levine's Working Paper Archive 661465000000000284, David K. Levine.
- Bergemann, Dirk & Bonatti, Alessandro, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," CEPR Discussion Papers 7988, C.E.P.R. Discussion Papers.
- Dirk Bergemann & Alessandro Bonatti, 2010. "Targeting in Advertising Markets: Implications for Offline vs. Online Media," Cowles Foundation Discussion Papers 1758R, Cowles Foundation for Research in Economics, Yale University, revised Aug 2010.
- Nadine Lindstädt & Oliver Budzinski, 2012.
"Newspaper and Internet Display Advertising – Co-Existence or Substitution?,"
Working Papers
114/12, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
- Lindstädt, Nadine & Budzinski, Oliver, 2012. "Newspaper and internet display advertising - co-existence or substitution?," Ilmenau Economics Discussion Papers 74, Ilmenau University of Technology, Institute of Economics.
- Emilio Calvano & Bruno Jullien, 2012.
"Issues in Online Advertising and Competition Policy: A Two-sided Market Perspective,"
Chapters, in: Joseph E. Harrington Jr & Yannis Katsoulacos (ed.), Recent Advances in the Analysis of Competition Policy and Regulation, chapter 9,
Edward Elgar Publishing.
- Emilio Calvano & Bruno Jullien, 2011. "Issues in on-line advertising and competition policy: a two-sided market perspective," Working Papers 427, IGIER (Innocenzo Gasparini Institute for Economic Research), Bocconi University.
- Jonathan Levin, 2011.
"The Economics of Internet Markets,"
Discussion Papers
10-018, Stanford Institute for Economic Policy Research.
- Jonathan D. Levin, 2011. "The Economics of Internet Markets," NBER Working Papers 16852, National Bureau of Economic Research, Inc.
- Susan Athey & Joshua S. Gans, 2010. "The Impact of Targeting Technology on Advertising Markets and Media Competition," American Economic Review, American Economic Association, vol. 100(2), pages 608-613, May.
- Alexandre de Corniere, 2013. "Search Advertising," Economics Series Working Papers 649, University of Oxford, Department of Economics.
- Blasco, Andrea & Sobbrio, Francesco, 2012.
"Competition and commercial media bias,"
Telecommunications Policy, Elsevier, vol. 36(5), pages 434-447.
- A. Blasco & F. Sobbrio, 2011. "Competition and Commercial Media Bias," Working Papers wp767, Dipartimento Scienze Economiche, Universita' di Bologna.
- Jonas Häckner & Sten Nyberg, 2012.
"Every Viewer has a Price: On the Differentiation of TV Channels,"
Journal of Media Economics, Taylor & Francis Journals, vol. 25(4), pages 220-243, December.
- Häckner, Jonas & Nyberg, Sten, 2010. "Every Viewer has a Price - On the Differentiation of TV Channels," Research Papers in Economics 2010:15, Stockholm University, Department of Economics.
- Avi Goldfarb & Catherine Tucker, 2011. "Search Engine Advertising: Channel Substitution When Pricing Ads to Context," Management Science, INFORMS, vol. 57(3), pages 458-470, March.
- Blasco, Andrea & Pin, Paolo & Sobbrio, Francesco, 2016.
"Paying positive to go negative: Advertisers׳ competition and media reports,"
European Economic Review, Elsevier, vol. 83(C), pages 243-261.
- A. Blasco & P. Pin & F. Sobbrio, 2011. "Paying Positive to Go Negative: Advertisers' Competition and Media Reports," Working Papers wp772, Dipartimento Scienze Economiche, Universita' di Bologna.
- Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
- L. Elisa Celis & Gregory Lewis & Markus Mobius & Hamid Nazerzadeh, 2011.
"Buy-it-now or Take-a-chance: A New Pricing Mechanism for Online Advertising,"
Working Papers
11-21, NET Institute, revised Nov 2011.
- Markus Mobius & Hamid Nazerzadeh & Gregory Lewis & Elisa Celis, 2012. "Buy-it-now or Take-a-chance: A New Pricing Mechanism for Online Advertising," 2012 Meeting Papers 443, Society for Economic Dynamics.
- Matthew Ellman, 2017. "Online Social Networks: Approval by Design," Working Papers 17-18, NET Institute.
- Lacetera, Nicola & Macis, Mario & Mele, Angelo, 2014. "Viral Altruism? Generosity and Social Contagion in Online Networks," IZA Discussion Papers 8171, Institute of Labor Economics (IZA).
- Eliaz, Kfir & Spiegler, Ran, 2016. "Incentive Compatible Advertising on a Social Network," CEPR Discussion Papers 11223, C.E.P.R. Discussion Papers.
- Dirk Bergemann & Alessandro Bonatti, 2015.
"Selling Cookies,"
American Economic Journal: Microeconomics, American Economic Association, vol. 7(3), pages 259-294, August.
- Bergemann, Dirk & Alessandro Bonatti, 2013. "Selling Cookies," Cowles Foundation Discussion Papers 1920R, Cowles Foundation for Research in Economics, Yale University, revised Nov 2013.
- Bergemann, Dirk & Alessandro Bonatti, 2013. "Selling Cookies," Cowles Foundation Discussion Papers 1920, Cowles Foundation for Research in Economics, Yale University.
- Bergemann, Dirk & Alessandro Bonatti, 2013. "Selling Cookies," Cowles Foundation Discussion Papers 1920RR, Cowles Foundation for Research in Economics, Yale University, revised Sep 2014.
- Dirk Bergemann & Alessandro Bonatti, 2014. "Selling Cookies," Levine's Working Paper Archive 786969000000000909, David K. Levine.
- James Rutt, 2011. "Aggregators and the News Industry: Charging for Access to Content," Working Papers 11-19, NET Institute, revised Sep 2011.
- Nadine Lindstädt & Oliver Budzinski, 2011.
"Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?,"
Working Papers
113/11, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
- Lindstädt, Nadine & Budzinski, Oliver, 2012. "Newspaper vs. online advertising - Is there a niche for newspapers in modern advertising markets?," Ilmenau Economics Discussion Papers 73, Ilmenau University of Technology, Institute of Economics.
- Alexandre de Corniere & Romain De Nijs, 2013. "Online Advertising and Privacy," Economics Series Working Papers 650, University of Oxford, Department of Economics.
- Avi Goldfarb & Catherine E. Tucker, 2011. "Privacy Regulation and Online Advertising," Management Science, INFORMS, vol. 57(1), pages 57-71, January.
- Santiago R. Balseiro & Omar Besbes & Gabriel Y. Weintraub, 2012. "Auctions for Online Display Advertising Exchanges: Approximations and Design," Working Papers 12-11, 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.- Avi Goldfarb, 2014. "What is Different About Online Advertising?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 115-129, March.
- Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
- Alexandre de Corniere & Romain De Nijs, 2013. "Online Advertising and Privacy," Economics Series Working Papers 650, University of Oxford, Department of Economics.
- Alexandre de Corniere, 2013. "Search Advertising," Economics Series Working Papers 649, University of Oxford, Department of Economics.
- Jonathan Levin, 2011.
"The Economics of Internet Markets,"
Discussion Papers
10-018, Stanford Institute for Economic Policy Research.
- Jonathan D. Levin, 2011. "The Economics of Internet Markets," NBER Working Papers 16852, National Bureau of Economic Research, Inc.
- Yi Zhu & Kenneth C. Wilbur, 2008. "Strategic Bidding in Hybrid CPC/CPM Auctions," Working Papers 08-25, NET Institute, revised Oct 2008.
- Simon P. Anderson & Bruno Jullien, 2015.
"The advertising-financed business model in two-sided media markets,"
Post-Print
hal-02866192, HAL.
- Anderson, Simon P. & Jullien, Bruno, 2016. "The advertising-financed business model in two-sided media markets," TSE Working Papers 16-632, Toulouse School of Economics (TSE).
- Alexandre Cornière & Greg Taylor, 2014.
"Integration and search engine bias,"
RAND Journal of Economics, RAND Corporation, vol. 45(3), pages 576-597, September.
- Alexandre de Corniere & Greg Taylor, 2013. "Integration and Search Engine Bias," Economics Series Working Papers 651, University of Oxford, Department of Economics.
- Alexandre de Cornière & Greg Taylor, 2014. "Integration and search engine bias," Post-Print halshs-01510254, HAL.
- Greg Taylor, 2013. "Search Quality and Revenue Cannibalization by Competing Search Engines," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 22(3), pages 445-467, September.
- White, Alexander, 2013. "Search engines: Left side quality versus right side profits," International Journal of Industrial Organization, Elsevier, vol. 31(6), pages 690-701.
- 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.
- Zhao Jiang & Dan Wu, 2022. "Targeting Precision in Imperfect Targeted Advertising: Implications for the Regulation of Market Structure and Efficiency," SAGE Open, , vol. 12(1), pages 21582440221, March.
- Martin Peitz, 2024. "The Economic Theory of Two-Sided Platforms," CRC TR 224 Discussion Paper Series crctr224_2024_584, University of Bonn and University of Mannheim, Germany.
- Thomas Blake & Chris Nosko & Steven Tadelis, 2015.
"Consumer Heterogeneity and Paid Search Effectiveness: A Large‐Scale Field Experiment,"
Econometrica, Econometric Society, vol. 83, pages 155-174, January.
- Tom Blake & Chris Nosko & Steven Tadelis, 2014. "Consumer Heterogeneity and Paid Search Effectiveness: A Large Scale Field Experiment," NBER Working Papers 20171, National Bureau of Economic Research, Inc.
- Kaifu Zhang & Zsolt Katona, 2012. "Contextual Advertising," Marketing Science, INFORMS, vol. 31(6), pages 980-994, November.
- Davydov, D. & Izmalkov, S. & Smirnov, A., 2015. "Sponsored-Search Auctions: Empirical and Experimental Works," Journal of the New Economic Association, New Economic Association, vol. 28(4), pages 56-73.
- Mark Armstrong & Jidong Zhou, 2011.
"Paying for Prominence,"
Economic Journal, Royal Economic Society, vol. 121(556), pages 368-395, November.
- Armstrong, Mark & Zhou, Jidong, 2011. "Paying for prominence," MPRA Paper 30529, University Library of Munich, Germany.
- Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015.
"In Google we trust?,"
International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
- Roberto Burguet & Ramon Caminal & Matthew Ellman, 2013. "In Google we trust?," UFAE and IAE Working Papers 935.13, Unitat de Fonaments de l'Anàlisi Econòmica (UAB) and Institut d'Anàlisi Econòmica (CSIC), revised 12 Feb 2014.
- Roberto Burguet & Ramon Caminal & Matthew Ellman, 2014. "In Google We Trust?," Working Papers 717, Barcelona School of Economics.
- Alexandre de Cornière, 2009. "Targeted advertising with consumer search: an economic analysis of keywords advertising," Working Papers halshs-00575074, HAL.
- Anna D’Annunzio & Antonio Russo, 2020.
"Ad Networks and Consumer Tracking,"
Management Science, INFORMS, vol. 66(11), pages 5040-5058, November.
- Anna D'Annunzio & Antonio Russo, 2017. "Ad Networks and Consumer Tracking," CESifo Working Paper Series 6667, CESifo.
More about this item
Keywords
Advertising; Internet advertising; Media markets; Sponsored search; Targeting;All these keywords.
JEL classification:
- D44 - Microeconomics - - Market Structure, Pricing, and Design - - - Auctions
- D82 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Asymmetric and Private Information; Mechanism Design
- D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
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:cpr:ceprdp:7988. 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: the person in charge (email available below). General contact details of provider: https://www.cepr.org .
Please note that corrections may take a couple of weeks to filter through the various RePEc services.