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What is Different About Online Advertising?

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  • Avi Goldfarb

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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. Copyright Springer Science+Business Media New York 2014

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File URL: http://hdl.handle.net/10.1007/s11151-013-9399-3
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Bibliographic Info

Article provided by Springer in its journal Review of Industrial Organization.

Volume (Year): 44 (2014)
Issue (Month): 2 (March)
Pages: 115-129

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Handle: RePEc:kap:revind:v:44:y:2014:i:2:p:115-129

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Web page: http://www.springerlink.com/link.asp?id=100336

Related research

Keywords: Internet; Advertising; Targeting;

References

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