Information Asymmetry and Hybrid Advertising Internet

@inproceedings{Viswanathan2014InformationAA,
  title={Information Asymmetry and Hybrid Advertising Internet},
  author={Siva Viswanathan},
  year={2014}
}
Pay-for-performance (P4P) pricing schemes such as pay per click and pay per action have increased in popularity in Internet advertising. Meanwhile, pay-per-impression (PPI) schemes persist, and several publishers have begun to offer a hybrid mix of PPI and P4P schemes. Given the proliferation of pricing schemes, this study examines the optimal choices for publishers. The authors highlight two-sided information asymmetries in online advertising markets and the consequent trade-offs faced by a… CONTINUE READING

References

Publications referenced by this paper.
Showing 1-10 of 34 references

What Is a Good Click-Through Rate

Raehsler, Lisa
2014

IAB: 72% of Publishers Are Now

Kantrowitz, Alex
2013

Quality Score That Makes You

Zsolt, Yi Zhu
2012

) , “ Location , Location , Location : An Analysis of Profitability of Position in Online Advertising Markets

Ashish Agarwal, Kartik Hosanagar, D Michael
Journal of Marketing Research , A ? , ( December ) , 1057 - 73 . • 2011

A Dynamic Model of Spon­

Yao, Song, Carl F. Mela
2011

Cyclical Bid Adjust­

Zhang, Xiaoquan, Juan Feng
2011

Mela ( 2011 ) , “ A Dynamic Model of Spon ­ sored Search Advertising

Xiaoquan Zhang, Juan Feng
Marketing Science • 2011

Similar Papers

Loading similar papers…