Abstract Between 40% and 50% of online ads served by publishers are actually never seen
by Internet users, resulting in ineffective branding campaigns and a considerable waste of …

Digital media platforms commonly use the skippable ad format, which gives a viewer the
option to skip part of an advertisement after seeing some limited information and jump …

We consider ad-supported media platforms with incomplete information about the disutility
consumers' experience from exposure to advertising. We characterize the platform's optimal …

Online video advertising is now an increasingly important tool for marketers to reach and
connect with their consumers. The purpose of this study was to empirically investigate the …

Mobile devices have evolved as a major channel for online video consumption. With the
growth of online video platforms, various ad formats have been experimented to increase …

Digital advertisements are delivered in the form of static images, animations or videos, with
the goal to promote a product, a service or an idea to desktop or mobile users. Thus, the …

Two recent disruptions to the online advertising market are the widespread use of ad-
blocking software and proposed restrictions on third-party tracking, trends that are driven …

We provide generalizable and robust results on the causal sales effect of TV advertising for
a large number of products in many categories. Such generalizable results provide a prior …

Timing online auctions to attract a large number of prospective buyers is important for
sellers. This study examines whether online auction sellers need to account for exogenous …

Most online platforms, represented by news media, are keen to adopt a business model
based on user subscription prices and advertising prices. However, in the context of the …