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Review of Industrial Organization

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01-03-2014

What is Different About Online Advertising?

Author: Avi Goldfarb

Published in: Review of Industrial Organization | Issue 2/2014

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Abstract

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.

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Title: What is Different About Online Advertising?
Author: Avi Goldfarb
Publication date: 01-03-2014
Publisher: Springer US
Published in: Review of Industrial Organization / Issue 2/2014
Print ISSN: 0889-938X
Electronic ISSN: 1573-7160
DOI: https://doi.org/10.1007/s11151-013-9399-3

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