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… 

Financial methods for online advertising

It is believed that financial methods can be used to provide novel solutions to the non-guaranteed delivery problem in online advertising and a lattice framework to price an ad option based on a stochastic volatility underlying model is studied.


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

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

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 effectiveness of online advertising and its impact on consumer buying behaviour

Online advertising is a type of showcasing and promoting which utilizes the Internet to convey special advertising messages to shoppers. The objective of the study is to analyze the effectiveness of



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

Just a Click Away: Advertising on the Internet

From the Publisher: B> From modest beginnings, advertising on the Internet quickly has become a multibillion dollar business. This book discusses the power and potential of the Internet as an

The Economic Analysis of Advertising

This chapter offers a comprehensive survey of the economic analysis of advertising. A first objective is to organize the literature in a manner that clarifies what is known. A second objective is to

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

Competition in Two-Sided Markets ¤

There are many examples of markets involving two groups of participants who need to interact via intermediaries. Moreover, these intermediaries usually have to compete for business from both groups.

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,