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What is Different About Online Advertising?

被引：90
作者：
Goldfarb, Avi [1 ]
机构：
[1] Univ Toronto, Rotman Sch Management, Toronto, ON M5S 3E6, Canada
来源：
REVIEW OF INDUSTRIAL ORGANIZATION | 2014年 / 44卷 / 02期
关键词：
Internet; Advertising; Targeting; PRIVACY; SEARCH; ECONOMICS; INTERNET; MARKET; INFORMATION; AUCTIONS; BEHAVIOR; OFFLINE; STATE;
D O I：
10.1007/s11151-013-9399-3
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
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收藏
页码：115 / 129
页数：15
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