| 来源类型 | Discussion paper |
| 规范类型 | 论文 |
| 来源ID | DP7988 |
| DP7988 Targeting in Advertising Markets: Implications for Offline vs. Online Media | |
| Dirk Bergemann; Alessandro Bonatti | |
| 发表日期 | 2010-09-01 |
| 出版年 | 2010 |
| 语种 | 英语 |
| 摘要 | 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 has a different ability to target advertising messages. We characterize the competitive equilibrium in the media markets and evaluate the implications of targeting in advertising markets. An increase in the targeting ability leads to an increase in the total number of purchases (matches), and hence in the social value of advertising. Yet, an improved targeting ability also increases the concentration of firms advertising in each market. Surprisingly, we then find that the equilibrium price of advertisements is first increasing, then decreasing in the targeting ability. We trace out the implications of targeting for competing media. We distinguish offline and online media by their targeting ability: low versus high. As consumers' relative exposure to online media increases, the revenues of offline media decrease, even though the price of advertising might increase. |
| 主题 | Industrial Organization |
| 关键词 | Advertising Internet advertising Media markets Sponsored search Targeting |
| URL | https://cepr.org/publications/dp7988 |
| 来源智库 | Centre for Economic Policy Research (United Kingdom) |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/536825 |
| 推荐引用方式 GB/T 7714 | Dirk Bergemann,Alessandro Bonatti. DP7988 Targeting in Advertising Markets: Implications for Offline vs. Online Media. 2010. |
| 条目包含的文件 | 条目无相关文件。 | |||||
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