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Review of Industrial Organization

Erschienen in:

01.03.2014

What is Different About Online Advertising?

verfasst von: Avi Goldfarb

Erschienen in: Review of Industrial Organization | Ausgabe 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.

Vorheriger Artikel Introduction: The Economics of Internet Advertising

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Titel: What is Different About Online Advertising?
verfasst von: Avi Goldfarb
Publikationsdatum: 01.03.2014
Verlag: Springer US
Erschienen in: Review of Industrial Organization / Ausgabe 2/2014
Print ISSN: 0889-938X
Elektronische ISSN: 1573-7160
DOI: https://doi.org/10.1007/s11151-013-9399-3

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