Target Advertising and Market Transparency

Torben Stühmeier
Authors registered in the RePEc Author Service: Torben Stuehmeier

VfS Annual Conference 2012 (Goettingen): New Approaches and Challenges for the Labor Market of the 21st Century from Verein für Socialpolitik / German Economic Association

Abstract: This paper examines the effects of increased transparency over online news sources, e.g. due to news aggregators, on online news outlets and the advertising industry. The role of news aggregators is controversially discussed, where the discussion widely points on user side effect. The present paper widens the discussion on the advertising side and shows that aggregators can help to better target advertising messages to a more homogenous group of users and, in turn, may both benefit advertisers and news outlets.

JEL-codes: L22 L82 L86 (search for similar items in EconPapers)
Date: 2012
New Economics Papers: this item is included in nep-com, nep-ind and nep-mkt
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:vfsc12:62021

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