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What is Different About Online Advertising?

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  • Avi Goldfarb

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. Copyright Springer Science+Business Media New York 2014

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  • 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.
    • Handle: RePEc:kap:revind:v:44:y:2014:i:2:p:115-129
    DOI: 10.1007/s11151-013-9399-3
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    Internet; Advertising; Targeting;
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