Incorporating hidden costs of annoying ads in display auctions

Valeria Stourm and Eric Bax

International Journal of Research in Marketing, 2017, vol. 34, issue 3, 622-640

Abstract: Media publisher platforms often face an effectiveness-nuisance tradeoff: more annoying ads can be more effective for some advertisers because of their ability to attract attention, but after attracting viewers' attention, their nuisance to viewers can decrease engagement with the platform over time. With the rise of mobile technology and ad blockers, many platforms are becoming increasingly concerned about how to improve monetization through digital ads while improving viewer experience.

Keywords: Online advertising; Pricing; Mechanism design (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:34:y:2017:i:3:p:622-640

DOI: 10.1016/j.ijresmar.2017.02.002

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