Targeting in Advertising Markets : Implications for New and Old Media

@inproceedings{Bergemann2009TargetingIA,
  title={Targeting in Advertising Markets : Implications for New and Old Media},
  author={Dirk Bergemann and Alessandro Bonatti},
  year={2009}
}
The ability of …rms to target consumers is an element of rising importance in determining the allocation and the price of advertisement in a market. In this paper, we set out to understand its role. We …rst describe the equilibrium allocation of advertisement in a central medium visited by heterogeneous buyers. We then introduce many markets with the possibility of targeting. In this context, we extend the analysis to allow for display advertisements, and for sponsored search, which is… CONTINUE READING