Online Advertising

被引：7

作者：

Goldfarb, Avi ^{[1
]}

Tucker, Catherine Elizabeth ^{[2
]}

机构：

[1] Univ Toronto, Rotman Sch Management, Toronto, ON, Canada

[2] MIT, Alfred P Sloan Sch Management, Cambridge, MA 02139 USA

来源：

ADVANCES IN COMPUTERS, VOL 81 | 2011年 / 81卷

关键词：

INTERNET; ECONOMICS; SALES;

D O I：

10.1016/B978-0-12-385514-5.00006-9

中图分类号：

TP3 [计算技术、计算机技术];

学科分类号：

0812 ;

摘要：

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked relatively easily. Targetability is higher because data can be automatically tracked at an individual level, and it is relatively easy to show different people different ads. We discuss recent advances in search advertising, display advertising, and social media advertising and explore the key issues that arise for firms and consumers from measurability and targetability. We then explore possible public policy consequences, with an in depth discussion of the implications for consumer privacy.

引用

页码：289 / 315

页数：27

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