G2TT
来源类型Discussion paper
规范类型论文
来源IDDP7988
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
URLhttps://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.
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