The Online Advertising Industry: Economics, Evolution, and Privacy

  title={The Online Advertising Industry: Economics, Evolution, and Privacy},
  author={David S. Evans},
  journal={Consumer Law eJournal},
Online advertising accounts for almost 9 percent of all advertising in the United States. This share is expected to increase as more media is consumed over the Internet and as more advertisers shift spending to online technologies. The expansion of Internet-based advertising is transforming the advertising business by providing more efficient methods of matching advertisers and consumers and transforming the media business by providing a source of revenue for online media firms that competes… 
Targeted advertising is a form of online advertising that relies on knowledge of consumer data to tailor promotional messages. Targeted ads have raised privacy concerns, but the advertising industry
The Impact of Consumer Multi-Homing on Advertising Markets and Media Competition
It is demonstrated that increased switching creates an incentive for publishers to invest in quality as well as extend the number of unique users, because larger publishers are favored by advertisers seeking broader “reach” (more unique users) while avoiding inefficient duplication.
Assessing the Relative Performance of Online Advertising Media
Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing
Privacy Regulation and Online Advertising
It is found that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries.
Do You See What I See? Ad Viewability and the Economics of Online Advertising
Between 40% and 50% of online ads served by publishers are actually never seen by Internet users, resulting in ineffective branding campaigns and a considerable waste of money for advertisers. To
Online Advertising Security: Issues, Taxonomy, and Future Directions
A comprehensive taxonomy of attacks on online advertising is devised to raise awareness among researchers about the vulnerabilities of online advertising ecosystem and the limitations and effectiveness of the countermeasures developed to secure entities in the advertising ecosystem against these attacks.
The Impact of Privacy Policy on the Auction Market for Online Display Advertising
The advent of online advertising has simultaneously created unprecedented opportunities for advertisers to target consumers and prompted privacy concerns among consumers and regulators. This paper
Competing for Consumers Online: The Advertising Strategies of Vertically Differentiated Firms
This paper studies the strategic decisions of vertically differentiated firms that promote their products online utilizing display or search engine advertising. Our findings indicate that firms’
Privacy in targeted advertising: A survey
A detailed survey of privacy risks including the information flow between advertising platform and ad/analytics networks, the profiling process, the advertising sources and criteria, the measurement analysis of targeted advertising based on user's interests and profiling context and ads delivery process in both in-app and in-browser targeted ads is presented.
Are Online and Offline Advertising Substitutes or Complements? Evidence from U.S. Food Industries
Abstract This article investigates the substitution between online advertising (ONLA) and offline advertising (OFFLA) as well as the impact of adopting ONLA on the total cost of advertising. We


The Media and Advertising: A Tale of Two-Sided Markets
Media industries are important drivers of popular culture. A large fraction of leisure time is devoted to radio, magazines, newspapers, the Internet, and television (the illustrative example
Privacy Regulation and Online Advertising
It is found that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries.
The Economics of the Online Advertising Industry
Internet-based technologies are revolutionizing the stodgy $625 billion global advertising industry. There are a number of public policy issues to consider. Will a single ad platform emerge or will
The Emerging Position of the Internet as an Advertising Medium
This paper examines the emerging position of the Internet as an advertising medium. The nature and time path of its evolution is subject to considerable uncertainty arising from issues relating to
Economic Factors Underlying the Unbundling of Advertising Agency Services
This paper addresses a longstanding puzzle involving the unbundling of services that has occurred over more than two decades in the U.S. advertising agency industry: How can the shift from the
Social Influence on Being a Pay User in Freemium-based Social Networks
  • Hao WangAlvin ChinHao Wang
  • Computer Science
    2011 IEEE International Conference on Advanced Information Networking and Applications
  • 2011
The greater the number of pay users in the three types of influence, the more likely that a user would be a pay user, however there seems to be a limit upon which no additional benefit is reaped.
Trading and Exchanges: Market Microstructure for Practitioners
This book is about trading, the people who trade securities and contracts, the marketplaces where they trade, and the rules that govern it. Readers will learn about investors, brokers, dealers,
Platform competition in two sided markets
Many if not most markets with network externalities are two-sided. To succeed, platforms in industries such as software, portals and media, payment systems and the Internet, must “get both sides of
Externalities and Regulation in Card Payment Systems
The paper offers a roadmap to the current economic thinking concerning interchange fees. After describing the fundamental externalities inherent in payment systems and analysing merchant resistance
Market Microstructure Theory
Foreword. 1. Markets and Market--Making. 2. Inventory Models. 3. Information--Based Models. 4. Strategic Trader Models I: Informed Traders. 5. Strategic Trader Models II: Uninformed Traders. 6.