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Targeting in advertising markets: implications for offline versus online media

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Cited by:

  1. Attila Ambrus & Emilio Calvano & Markus Reisinger, 2016. "Either or Both Competition: A "Two-Sided" Theory of Advertising with Overlapping Viewerships," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 189-222, August.
  2. Dirk Bergemann & Alessandro Bonatti & Tan Gan, 2022. "The economics of social data," RAND Journal of Economics, RAND Corporation, vol. 53(2), pages 263-296, June.
  3. Karle, Heiko, 2019. "Excessive Targeting," VfS Annual Conference 2019 (Leipzig): 30 Years after the Fall of the Berlin Wall - Democracy and Market Economy 203626, Verein für Socialpolitik / German Economic Association.
  4. Bichler, Martin & Merting, Sören, 2018. "Truthfulness in advertising? Approximation mechanisms for knapsack bidders," European Journal of Operational Research, Elsevier, vol. 270(2), pages 775-783.
  5. Zhanhong Cui & Kai Li, 2024. "Two‐sided markets: The influence of market power on information utilization strategy and welfare," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 45(1), pages 98-117, January.
  6. Peitz, Martin & Reisinger, Markus, 2014. "The Economics of Internet Media," Working Papers 14-23, University of Mannheim, Department of Economics.
  7. Simon P. Anderson & André de Palma, 2013. "Shouting to Be Heard in Advertising," Management Science, INFORMS, vol. 59(7), pages 1545-1556, July.
  8. Matveenko, Andrei & Starkov, Egor, 2023. "Sparking curiosity or tipping the scales? Targeted advertising with consumer learning," Journal of Economic Behavior & Organization, Elsevier, vol. 213(C), pages 172-192.
  9. Alexandre de Cornière, 2016. "Search Advertising," American Economic Journal: Microeconomics, American Economic Association, vol. 8(3), pages 156-188, August.
  10. George, Lisa M. & Hogendorn, Christiaan, 2012. "Aggregators, search and the economics of new media institutions," Information Economics and Policy, Elsevier, vol. 24(1), pages 40-51.
  11. Carroni, Elias & Ferrari, Luca & Righi, Simone, 2019. "The price of discovering your needs online," Journal of Economic Behavior & Organization, Elsevier, vol. 164(C), pages 317-330.
  12. He Xi & Lopez Rigoberto & Liu Yizao, 2017. "Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 15(2), pages 1-10, December.
  13. Steven Schmeiser, 2018. "Sharing Audience Data: Strategic Participation in Behavioral Advertising Networks," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 52(3), pages 429-450, May.
  14. Roberto Burguet & Vaiva Petrikaitė, 2023. "Targeted advertising and costly consumer search," Economic Inquiry, Western Economic Association International, vol. 61(2), pages 430-450, April.
  15. Dirk Bergemann & Alessandro Bonatti, 2015. "Selling Cookies," American Economic Journal: Microeconomics, American Economic Association, vol. 7(3), pages 259-294, August.
  16. Fujisawa, Chieko & Kasuga, Norihiro, 2021. "How should durable goods firms combine online and mass media advertisements to promote sales?," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238023, International Telecommunications Society (ITS).
  17. Ganesh Iyer & T. Tony Ke, 2022. "Competitive Algorithmic Targeting and Model Selection," NBER Chapters, in: Economics of Artificial Intelligence, National Bureau of Economic Research, Inc.
  18. Zhao Jiang & Wu Dan & Liu Jie, 2020. "Distinct role of targeting precision of Internet-based targeted advertising in duopolistic e-business firms’ heterogeneous consumers market," Electronic Commerce Research, Springer, vol. 20(2), pages 453-474, June.
  19. He, Xi & Lopez, Rigoberto & Liu, Yizao, 2015. "Substitution between Online and Offline Advertising: Evidence from the Carbonated Soft Drink Industry," Working Paper series 290109, University of Connecticut, Charles J. Zwick Center for Food and Resource Policy.
  20. Lu Fang & Zhe Yuan & Kaifu Zhang & Dante Donati & Miklos Sarvary, 2025. "Generative AI and Firm Productivity: Field Experiments in Online Retail," Papers 2510.12049, arXiv.org, revised Oct 2025.
  21. Tat-Kei Lai & Travis Ng, 2023. "Does competition increase advertising?," Post-Print hal-04127958, HAL.
  22. de Cornière, Alexandre & Taylor, Greg, 2020. "Data and Competition: a General Framework with Applications to Mergers, Market Structure, and Privacy Policy," TSE Working Papers 20-1076, Toulouse School of Economics (TSE).
  23. Alessandro Acquisti & Curtis Taylor & Liad Wagman, 2016. "The Economics of Privacy," Journal of Economic Literature, American Economic Association, vol. 54(2), pages 442-492, June.
  24. Anna D’Annunzio & Antonio Russo, 2020. "Ad Networks and Consumer Tracking," Management Science, INFORMS, vol. 66(11), pages 5040-5058, November.
  25. Guitart, Ivan A. & Hervet, Guillaume, 2017. "The impact of contextual television ads on online conversions: An application in the insurance industry," International Journal of Research in Marketing, Elsevier, vol. 34(2), pages 480-498.
  26. Alessandro Bonatti & Dirk Bergemann, 2012. "Markets for Data," 2012 Meeting Papers 538, Society for Economic Dynamics.
  27. Lacetera, Nicola & Macis, Mario & Mele, Angelo, 2014. "Viral Altruism? Generosity and Social Contagion in Online Networks," IZA Discussion Papers 8171, Institute of Labor Economics (IZA).
  28. Fujisawa, Chieko & Kasuga, Norihiro, 2023. "Complementarity Effect of Corporate Advertising in a Multimedia World: A Comparison of Online Advertising and Mass Media Advertising," 32nd European Regional ITS Conference, Madrid 2023: Realising the digital decade in the European Union – Easier said than done? 277960, International Telecommunications Society (ITS).
  29. Lindstädt, Nadine & Budzinski, Oliver, 2012. "Newspaper and internet display advertising - co-existence or substitution?," Ilmenau Economics Discussion Papers 74, Ilmenau University of Technology, Institute of Economics.
  30. Rosa-Branca Esteves & Joana Resende, 2016. "Competitive Targeted Advertising with Price Discrimination," Marketing Science, INFORMS, vol. 35(4), pages 576-587, July.
  31. Mariann Ollar & Marzena Rostek, 2011. "Information Aggregation and Innovation in Market Design," Working Papers 11-12, NET Institute.
  32. Tommaso Bondi & Omid Rafieian, 2023. "Privacy and Polarization: An Inference-Based Approach," Working Papers 23-09, NET Institute.
  33. Kfir Eliaz & Ran Spiegler, 2020. "Incentive‐compatible advertising on nonretail platforms," RAND Journal of Economics, RAND Corporation, vol. 51(2), pages 323-345, June.
  34. Tat‐kei Lai & Travis Ng, 2023. "Does competition increase advertising?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 44(6), pages 3233-3248, September.
  35. Stühmeier, Torben, 2012. "Target Advertising and Market Transparency," VfS Annual Conference 2012 (Goettingen): New Approaches and Challenges for the Labor Market of the 21st Century 62021, Verein für Socialpolitik / German Economic Association.
  36. de Cornière, Alexandre & Taylor, Greg, 2022. "Data and Competition: a Simple Framework with Applications to Mergers and Market Structure," CEPR Discussion Papers 14446, C.E.P.R. Discussion Papers.
  37. Simon P. Anderson & Bruno Jullien, 2015. "The advertising-financed business model in two-sided media markets," Post-Print hal-02866192, HAL.
  38. de Cornière, Alexandre & Taylor, Greg, 2023. "Data and Competition: A Simple Framework," TSE Working Papers 23-1404, Toulouse School of Economics (TSE), revised Aug 2024.
  39. Flavio Pino, 2022. "The microeconomics of data – a survey," Economia e Politica Industriale: Journal of Industrial and Business Economics, Springer;Associazione Amici di Economia e Politica Industriale, vol. 49(3), pages 635-665, September.
  40. Václav Stříteský & Marek Stříteský, 2014. "Demographic Targeting of Internet Advertising [Demografické cílení internetové reklamy]," Acta Informatica Pragensia, Prague University of Economics and Business, vol. 2014(2), pages 137-153.
  41. Douglas Chiguvi, 2022. "Effectiveness of traditional and digital advertising platforms for the marketing of tourism," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(10), pages 01-12, December.
  42. Evensen, Charlotte Bjørnhaug & Haugen, Atle, 2021. "The impact of targeting technologies and consumer multi-homing on digital platform competition," Discussion Paper Series in Economics 13/2021, Norwegian School of Economics, Department of Economics.
  43. Dirk Bergemann & Alessandro Bonatti, 2019. "Markets for Information: An Introduction," Annual Review of Economics, Annual Reviews, vol. 11(1), pages 85-107, August.
  44. Gong Qiang & Pan Siqi & Yang Huanxing, 2019. "Targeted Advertising on Competing Platforms," The B.E. Journal of Theoretical Economics, De Gruyter, vol. 19(1), pages 1-20, January.
  45. Spiegel, Yossi, 2013. "Commercial software, adware, and consumer privacy," International Journal of Industrial Organization, Elsevier, vol. 31(6), pages 702-713.
  46. Qiaowei Shen & J. Miguel Villas-Boas, 2018. "Behavior-Based Advertising," Management Science, INFORMS, vol. 64(5), pages 2047-2064, May.
  47. Jullien, Bruno & Pavan, Alessandro, 2013. "Platform Pricing under Dispersed Information," IDEI Working Papers 793, Institut d'Économie Industrielle (IDEI), Toulouse.
  48. Huini Zhou & Guo Li & Yong Tan & Xu Guan, 2025. "Dynamic investment in online advertising of multi-oligopoly competitive enterprises with spillover effect," Annals of Operations Research, Springer, vol. 344(2), pages 1057-1099, January.
  49. Andreas Hefti & Shuo Liu, 2020. "Targeted information and limited attention," RAND Journal of Economics, RAND Corporation, vol. 51(2), pages 402-420, June.
  50. Renato Gomes & Alessandro Pavan, 2024. "Price customization and targeting in matching markets," RAND Journal of Economics, RAND Corporation, vol. 55(2), pages 230-265, June.
  51. von Ehrlich, Maximilian & Greiner, Tanja, 2013. "The role of online platforms for media markets — Two-dimensional spatial competition in a two-sided market," International Journal of Industrial Organization, Elsevier, vol. 31(6), pages 723-737.
  52. Elvis Madondo & Douglas Chiguvi & Ruramayi Tadu, 2019. "Assessment of the Effectiveness of Traditional Media for the Promotion of Tourism in This Digital Age in KwaZulu-Natal South Africa," Business and Management Studies, Redfame publishing, vol. 5(4), pages 49-61, December.
  53. Mueller-Frank, Manuel & M. Pai, Mallesh, 2015. "Do Online Social Networks Increase Welfare?," IESE Research Papers D/1118, IESE Business School.
  54. Siemering, Christian, 2023. "A model of endogenous targeting in duopoly," Information Economics and Policy, Elsevier, vol. 64(C).
  55. Guy Aridor & Rafael Jiménez-Durán & Ro'ee Levy & Lena Song, 2024. "The Economics of Social Media," Journal of Economic Literature, American Economic Association, vol. 62(4), pages 1422-1474, December.
  56. Paul Heidhues & Mats Köster & Botond Kőszegi, 2023. "Steering Fallible Consumers," The Economic Journal, Royal Economic Society, vol. 133(652), pages 1430-1465.
  57. Blasco, Andrea & Sobbrio, Francesco, 2012. "Competition and commercial media bias," Telecommunications Policy, Elsevier, vol. 36(5), pages 434-447.
  58. Aniko Ory, 2016. "Consumers on a Leash: Advertised Sales and Intertemporal Price Discrimination," Cowles Foundation Discussion Papers 2047, Cowles Foundation for Research in Economics, Yale University.
  59. Francesco Sobbrio, 2014. "The political economy of news media: theory, evidence and open issues," Chapters, in: Francesco Forte & Ram Mudambi & Pietro Maria Navarra (ed.), A Handbook of Alternative Theories of Public Economics, chapter 13, pages 278-320, Edward Elgar Publishing.
  60. Michael Arnold & Eric Schmidbauer & Lan Zhang, 2022. "Uniform and targeted informative advertising with asymmetric customer loyalty," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 31(1), pages 90-114, February.
  61. Huanxing Yang, 2013. "Targeted search and the long tail effect," RAND Journal of Economics, RAND Corporation, vol. 44(4), pages 733-756, December.
  62. Lu Fang & Zhe Yuan & Kaifu Zhang & Dante Donati & Miklos Sarvary, 2025. "Generative AI and Firm Productivity: Field Experiments in Online Retail," CESifo Working Paper Series 12201, CESifo.
  63. Andreas Hefti & Shuo Liu, 2016. "Targeted information and limited attention," ECON - Working Papers 230, Department of Economics - University of Zurich, revised Dec 2019.
  64. Catherine E. Tucker, 2023. "The Economics of Privacy: An Agenda," NBER Chapters, in: The Economics of Privacy, pages 5-20, National Bureau of Economic Research, Inc.
  65. S. Sriram & Puneet Manchanda & Mercedes Bravo & Junhong Chu & Liye Ma & Minjae Song & Scott Shriver & Upender Subramanian, 2015. "Platforms: a multiplicity of research opportunities," Marketing Letters, Springer, vol. 26(2), pages 141-152, June.
  66. Zhang, Jianqiang & He, Xiuli, 2019. "Targeted advertising by asymmetric firms," Omega, Elsevier, vol. 89(C), pages 136-150.
  67. Nadine Lindstädt & Oliver Budzinski, 2011. "Newspaper vs. Online Advertising – Is There a Niche for Newspapers in Modern Advertising Markets?," Working Papers 113/11, University of Southern Denmark, Department of Sociology, Environmental and Business Economics.
  68. Tianle Song, 2022. "Quality Disclosure and Product Selection," Journal of Industrial Economics, Wiley Blackwell, vol. 70(2), pages 323-346, June.
  69. Zhao Jiang & Dan Wu, 2022. "Targeting Precision in Imperfect Targeted Advertising: Implications for the Regulation of Market Structure and Efficiency," SAGE Open, , vol. 12(1), pages 21582440221, March.
  70. Randall Lewis & David Reiley, 2014. "Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 44(2), pages 147-159, March.
  71. Sklenarz, Felix Anton & Edeling, Alexander & Himme, Alexander & Wichmann, Julian R.K., 2024. "Does bigger still mean better? How digital transformation affects the market share–profitability relationship," International Journal of Research in Marketing, Elsevier, vol. 41(4), pages 648-670.
  72. Walter W. Zhang & Sanjog Misra, 2022. "Coarse Personalization," Papers 2204.05793, arXiv.org, revised Jun 2025.
  73. Kaifu Zhang & Zsolt Katona, 2012. "Contextual Advertising," Marketing Science, INFORMS, vol. 31(6), pages 980-994, November.
  74. Vahideh Sadat Abedi & Oded Berman & Fred M. Feinberg & Dmitry Krass, 2022. "Strategic new product media planning under emergent channel substitution and synergy," Production and Operations Management, Production and Operations Management Society, vol. 31(5), pages 2143-2166, May.
  75. Susan Athey & Emilio Calvano & Joshua Gans, 2013. "The Impact of the Internet on Advertising Markets for News Media," NBER Working Papers 19419, National Bureau of Economic Research, Inc.
  76. Mateusz Mysliwski & Lars Nesheim & Simeon Duckworth, 2023. "Taking the biscuit: how Safari privacy policies affect online advertising," CeMMAP working papers 04/23, Institute for Fiscal Studies.
  77. Susan Athey & Emilio Calvano & Joshua S. Gans, 2014. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," CSEF Working Papers 379, Centre for Studies in Economics and Finance (CSEF), University of Naples, Italy, revised 27 Apr 2016.
  78. Susan Athey & Emilio Calvano & Joshua S. Gans, 2018. "The Impact of Consumer Multi-homing on Advertising Markets and Media Competition," Management Science, INFORMS, vol. 64(4), pages 1574-1590, April.
  79. Esteves, Rosa-Branca & Resende, Joana, 2019. "Personalized pricing and advertising: Who are the winners?," International Journal of Industrial Organization, Elsevier, vol. 63(C), pages 239-282.
  80. Bo Cowgill & Cosmina Dorobantu, 2018. "Competition and Specificity in Market Design: Evidence from Geotargeted Advertising," Working Papers 18-09, NET Institute, revised Sep 2018.
  81. James Campbell & Avi Goldfarb & Catherine Tucker, 2015. "Privacy Regulation and Market Structure," Journal of Economics & Management Strategy, Wiley Blackwell, vol. 24(1), pages 47-73, March.
  82. Yessica C.Y. Chung & Hung-Hao Chang & Yukinobu Kitamura, 2021. "Digital and traditional media advertising and business performance of agribusiness firms - Empirical evidence in Japan," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 67(2), pages 51-59.
  83. Li, Changying & Li, Youping & Zhang, Jianhu, 2023. "Targeted advertising with R&D rivalry," Mathematical Social Sciences, Elsevier, vol. 124(C), pages 24-34.
  84. Abrardi, Laura & Cambini, Carlo & Pino, Flavio, 2024. "Regulating data sales: The role of data selling mechanisms," Telecommunications Policy, Elsevier, vol. 48(8).
  85. Vartanov, Sergey, 2020. "Производство, Потребление И Медиа: К Постановке Модели Трехстороннего Рынка [Production, consumption and media: towards formulating a three-sided market model]," MPRA Paper 104553, University Library of Munich, Germany.
  86. Li, Sanxi & Sun, Hailin & Yu, Jun, 2023. "Competitive targeted online advertising," International Journal of Industrial Organization, Elsevier, vol. 87(C).
  87. Fujisawa, Chieko & Kasuga, Norihiro, 2022. "Differentiation Strategy for Firms: Online Ad versus Mass Media Ad," 31st European Regional ITS Conference, Gothenburg 2022: Reining in Digital Platforms? Challenging monopolies, promoting competition and developing regulatory regimes 265629, International Telecommunications Society (ITS).
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