Inefficiencies in Digital Advertising Markets

Brett Gordon (), Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin and Kenneth C Wilbur

Papers from arXiv.org

Abstract: Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

Date: 2019-12, Revised 2020-02
New Economics Papers: this item is included in nep-ind and nep-pay
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Citations: View citations in EconPapers (3)

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