Information Asymmetry and Hybrid Advertising Internet

  title={Information Asymmetry and Hybrid Advertising Internet},
  author={Siva Viswanathan},
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


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