| 来源类型 | Working Paper |
| 规范类型 | 报告 |
| DOI | 10.3386/w28537 |
| 来源ID | Working Paper 28537 |
| \u2018You Will:\u2019 A Macroeconomic Analysis of Digital Advertising | |
| Jeremy Greenwood; Yueyuan Ma; Mehmet Yorukoglu | |
| 发表日期 | 2021-03-08 |
| 出版年 | 2021 |
| 语种 | 英语 |
| 摘要 | An information-based model is developed where traditional and digital advertising finance the provision of free media goods and affect price competition. The economy is not efficient. Media goods are under provided. Additionally, there is excessive advertising when ads cannot be perfectly directed toward potential buyers. The tax-cum-subsidy policy that overcomes these inefficiencies in an informationally-constrained economy is characterized. The model is calibrated to the U.S. economy. Digital advertising increases welfare significantly and is disproportionately financed by better-off consumers. The welfare gain from the optimal tax-cum-subsidy policy is much smaller than the one realized by the introduction of digital advertising. |
| 主题 | Macroeconomics ; Macroeconomic Models ; Industrial Organization ; Market Structure and Firm Performance ; Development and Growth ; Innovation and R& ; D |
| URL | https://www.nber.org/papers/w28537 |
| 来源智库 | National Bureau of Economic Research (United States) |
| 引用统计 | |
| 资源类型 | 智库出版物 |
| 条目标识符 | http://119.78.100.153/handle/2XGU8XDN/586210 |
| 推荐引用方式 GB/T 7714 | Jeremy Greenwood,Yueyuan Ma,Mehmet Yorukoglu. \u2018You Will:\u2019 A Macroeconomic Analysis of Digital Advertising. 2021. |
| 条目包含的文件 | ||||||
| 文件名称/大小 | 资源类型 | 版本类型 | 开放类型 | 使用许可 | ||
| w28537.pdf（551KB） | 智库出版物 | 限制开放 | CC BY-NC-SA | 浏览 | ||
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