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- Title
Online Advertising: Heterogeneity and Conflation in Market Design.
- Authors
Levin, Jonathan; Milgrom, Paul
- Abstract
In this article the authors examine aspects of Internet advertising. It is noted that online advertising differs significantly from traditional advertising in that degrees of customization are far great on the Internet. The authors suggest that Internet advertising will become even more refined and tailored to the behaviors of specific consumers. A number of topics are addressed including differences and similarities in online and television advertising, the costs of targeted Internet advertising, and the design of online advertising.
- Subjects
INTERNET advertising; TELEVISION advertising; CUSTOMIZATION; CONSUMER behavior; ADVERTISING; INTERNET
- Publication
American Economic Review, 2010, Vol 100, Issue 2, p603
- ISSN
0002-8282
- Publication type
Article
- DOI
10.1257/aer.100.2.603