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Inefficiencies in Digital Advertising Markets

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  • Brett R Gordon
  • Kinshuk Jerath
  • Zsolt Katona
  • Sridhar Narayanan
  • Jiwoong Shin
  • Kenneth C Wilbur

Abstract

Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

Suggested Citation

  • Brett R Gordon & Kinshuk Jerath & Zsolt Katona & Sridhar Narayanan & Jiwoong Shin & Kenneth C Wilbur, 2019. "Inefficiencies in Digital Advertising Markets," Papers 1912.09012, arXiv.org, revised Feb 2020.
    • Handle: RePEc:arx:papers:1912.09012
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    Cited by:

    1. Jesús Andrés Burbano-Gómez & Mónica María Sinisterra-Rodríguez, 2023. "Effects of informative advertising on the formation of market structures," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 50(2), pages 445-486, June.
    2. Suárez, David & García-Mariñoso, Begoña, 2021. "Does ad blocking have an effect on online shopping?," Telecommunications Policy, Elsevier, vol. 45(3).

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