Targeting in Advertising Markets: Implications for Offline Versus Online Media
We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications...
| Main Authors: | , |
|---|---|
| Other Authors: | |
| Format: | Article |
| Language: | en_US |
| Published: |
Wiley Blackwell
2013
|
| Online Access: | http://hdl.handle.net/1721.1/77229 https://orcid.org/0000-0002-9150-2334 |