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Incorporating hidden costs of annoying ads in display auctions

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  • Stourm, Valeria
  • Bax, Eric

Abstract

Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers' attention, their nuisance to viewers can decrease engagement with the platform over time. With the rise of mobile technology and ad blockers, many platforms are becoming increasingly concerned about how to improve monetization through digital ads while improving viewer experience.

Suggested Citation

  • Stourm, Valeria & Bax, Eric, 2017. "Incorporating hidden costs of annoying ads in display auctions," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 622-640.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:3:p:622-640
    DOI: 10.1016/j.ijresmar.2017.02.002
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    References listed on IDEAS

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    Cited by:

    1. Singh, Ashutosh & Sajeesh, S. & Bhardwaj, Pradeep, 2024. "Whitelisting versus advertising-recovery: Strategies to overcome advertising blocking by consumers," European Journal of Operational Research, Elsevier, vol. 318(1), pages 217-229.
    2. Eric Bax, 2020. "Heavy Tails Make Happy Buyers," Papers 2002.09014, arXiv.org.
    3. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    4. Shunyao Yan & Klaus M. Miller & Bernd Skiera, 2020. "How Does the Adoption of Ad Blockers Affect News Consumption?," Papers 2005.06840, arXiv.org, revised Aug 2021.
    5. Vinay Singh & Brijesh Nanavati & Arpan Kumar Kar & Agam Gupta, 2023. "How to Maximize Clicks for Display Advertisement in Digital Marketing? A Reinforcement Learning Approach," Information Systems Frontiers, Springer, vol. 25(4), pages 1621-1638, August.

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