Online advertising economics
Wenjuan Ma and
Steven S. Wildman
Chapter 20 in Handbook on the Economics of the Internet, 2016, pp 426-442 from Edward Elgar Publishing
Abstract:
While the Internet was used to deliver advertising messages earlier, it was only after it was turned over to largely commercial funding in 1995 that Internet advertising began a still continuing period of rapid revenue growth. Research focused on online advertising has grown apace and, while this interest did not develop entirely overnight, recent years have seen an unprecedented flurry of research on the economics of online advertising. Like Internet advertising itself, the volume of research on economic aspects of Internet advertising has grown dramatically in recent years. The chapter provides a brief overview of the historical development of online advertising and highlights the diversity of the types of advertising services that are counted as part of the online advertising sector. This discussion is followed by an overview of the economics research on ad targeting and search advertising, the two topics that comprise most of the economics literature on Internet advertising. The chapter concludes with an assessment of the current state of research on Internet advertising and thoughts on future research that would help further advance our understanding of this subject.
Keywords: Economics and Finance; Innovations and Technology (search for similar items in EconPapers)
Date: 2016
References: Add references at CitEc
Citations:
Downloads: (external link)
https://www.elgaronline.com/view/9780857939845.00029.xml (application/pdf)
Our link check indicates that this URL is bad, the error code is: 503 Service Temporarily Unavailable
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:elg:eechap:14700_20
Ordering information: This item can be ordered from
http://www.e-elgar.com
Access Statistics for this chapter
More chapters in Chapters from Edward Elgar Publishing
Bibliographic data for series maintained by Darrel McCalla ().