Online Display Advertising Markets: A Literature Review and Future Directions

Citations

Cited by:

1. Carl F. Mela & Jason M. T. Roos & Tulio Sousa, 2023. "Advertiser Learning in Direct Advertising Markets," Papers 2307.07015, arXiv.org, revised Apr 2024.
2. El Hana, Nadr & Mercanti-Guérin, Maria & Sabri, Ouidade, 2023. "Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?," Technological Forecasting and Social Change, Elsevier, vol. 188(C).
3. Kuerbis, Brenden & Mueller, Milton, 2023. "Exploring the role of data enclosure in the digital political economy," Telecommunications Policy, Elsevier, vol. 47(8).
4. Médéric Motte & Huyên Pham, 2021. "Optimal bidding strategies for digital advertising," Working Papers hal-03429785, HAL.
5. Zikun Ye & Dennis J. Zhang & Heng Zhang & Renyu Zhang & Xin Chen & Zhiwei Xu, 2023. "Cold Start to Improve Market Thickness on Online Advertising Platforms: Data-Driven Algorithms and Field Experiments," Management Science, INFORMS, vol. 69(7), pages 3838-3860, July.
6. Gagan Aggarwal & Kshipra Bhawalkar & Guru Guruganesh & Andres Perlroth, 2021. "Maximizing revenue in the presence of intermediaries," Papers 2111.10472, arXiv.org.
7. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
8. Haenlein, Michael & Libai, Barak & Muller, Eitan, 2023. "Satiation and cross promotion: Selling and swapping users in mobile games," International Journal of Research in Marketing, Elsevier, vol. 40(2), pages 342-361.
9. Thomas W. Frick & Rodrigo Belo & Rahul Telang, 2023. "Incentive Misalignments in Programmatic Advertising: Evidence from a Randomized Field Experiment," Management Science, INFORMS, vol. 69(3), pages 1665-1686, March.
10. Joan Calzada & Nestor Duch-Brown & Ricard Gil, 2021. "Do search engines increase concentration in media markets?," UB School of Economics Working Papers 2021/415, University of Barcelona School of Economics.
    • Joan Calzada & Nestor Duch-Brown & Ricard Gil, 2023. "Do Search Engines Increase Concentration in Media Markets?," CESifo Working Paper Series 10671, CESifo.
11. Weijia Dai & Hyunjin Kim & Michael Luca, 2023. "Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment," Marketing Science, INFORMS, vol. 42(3), pages 429-439, May.
12. Joon Suk Huh & Ellen Vitercik & Kirthevasan Kandasamy, 2024. "Bandit Profit-maximization for Targeted Marketing," Papers 2403.01361, arXiv.org, revised Jul 2024.
13. Bergemann, Dirk & Ottaviani, Marco, 2021. "Information Markets and Nonmarkets," CEPR Discussion Papers 16459, C.E.P.R. Discussion Papers.
    • Dirk Bergemann & Marco Ottaviani, 2021. "Information Markets and Nonmarkets," Cowles Foundation Discussion Papers 2296, Cowles Foundation for Research in Economics, Yale University.
14. Vinay Singh & Brijesh Nanavati & Arpan Kumar Kar & Agam Gupta, 2023. "How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1621-1638, August.
15. Veronica Marotta & Yue Wu & Kaifu Zhang & Alessandro Acquisti, 2022. "The Welfare Impact of Targeted Advertising Technologies," Information Systems Research, INFORMS, vol. 33(1), pages 131-151, March.
16. Elisenda Molina & Juan Tejada & Tom Weiss, 2022. "Some game theoretic marketing attribution models," Annals of Operations Research, Springer, vol. 318(2), pages 1043-1075, November.
17. Wodecki Andrzej, 2020. "The Reserve Price Optimization for Publishers on Real-Time Bidding on-Line Marketplaces with Time-Series Forecasting," Foundations of Management, Sciendo, vol. 12(1), pages 167-180, January.
18. Xue Sun & Yuhao Li & Bo Guo & Li Gao, 2023. "Marketing Automation: How to Effectively Lead the Advertising Promotion for Social Reconstruction in Hotels," Sustainability, MDPI, vol. 15(5), pages 1-20, March.
19. UNGUREANU Andrei & POPESCU Doris-Louise, 2022. "Online Advertising - History, Evolution, And Challenges," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 74(3), pages 121-130, October.
20. Yee-Fan Tan & Lee-Yeng Ong & Meng-Chew Leow & Yee-Xian Goh, 2021. "Exploring Time-Series Forecasting Models for Dynamic Pricing in Digital Signage Advertising," Future Internet, MDPI, vol. 13(10), pages 1-24, September.
21. Huaxiao Shen & Yanzhi Li & Jingjing Guan & Geoffrey K.F. Tso, 2021. "A Planning Approach to Revenue Management for Non‐Guaranteed Targeted Display Advertising," Production and Operations Management, Production and Operations Management Society, vol. 30(6), pages 1583-1602, June.
22. Mengzhou Zhuang & Eric (Er) Fang & Jongkuk Lee & Xiaoling Li, 2021. "The Effects of Price Rank on Clicks and Conversions in Product List Advertising on Online Retail Platforms," Information Systems Research, INFORMS, vol. 32(4), pages 1412-1430, December.
23. Benjamin Heymann & Alexandre Gilotte & R'emi Chan-Renous, 2023. "Repeated Bidding with Dynamic Value," Papers 2308.01755, arXiv.org.
24. M'ed'eric Motte & Huy^en Pham, 2021. "Optimal bidding strategies for digital advertising," Papers 2111.08311, arXiv.org.
25. Zhichao Feng & Milind Dawande & Ganesh Janakiraman & Anyan Qi, 2023. "An Asymptotically Tight Learning Algorithm for Mobile-Promotion Platforms," Management Science, INFORMS, vol. 69(3), pages 1536-1554, March.
26. Elisenda Molina & Juan Tejada & Tom Weiss, 2020. "Some game theoretic marketing attribution models," Papers 2012.00812, arXiv.org.
27. Kaichen Zhang & Zixuan Yuan & Hui Xiong, 2024. "Optimized Cost Per Click in Online Advertising: A Theoretical Analysis," Papers 2405.14279, arXiv.org.
28. Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.
29. Steffen, Nico & Wiewiorra, Lukas & Kroon, Peter, 2021. "Wettbewerb und Regulierung in der Plattform- und Datenökonomie," WIK Discussion Papers 481, WIK Wissenschaftliches Institut für Infrastruktur und Kommunikationsdienste GmbH.
30. Rene Laub & Klaus M. Miller & Bernd Skiera, 2023. "The Economic Value of User Tracking for Publishers," Papers 2303.10906, arXiv.org, revised Apr 2024.
31. Abhijeet Ghoshal & Radha Mookerjee & Zhen Sun, 2023. "Serving two masters? Optimizing mobile ad contracts with heterogeneous advertisers," Production and Operations Management, Production and Operations Management Society, vol. 32(2), pages 618-636, February.
32. W. Jason Choi & Amin Sayedi, 2023. "Open and Private Exchanges in Display Advertising," Marketing Science, INFORMS, vol. 42(3), pages 451-475, May.