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The Economics of the Online Advertising Industry

David S. Evans

University of Chicago Law School; University College London; Global Economics Group

May 9, 2008

Review of Network Economics, Vol. 7, No. 3, September 2008

Online advertising has grown rapidly and accounts for about 7% of US advertising spending. It is projected to increase sharply as more consumers spend time online on their personal computers and as additional devices such as mobile phones and televisions are connected to the web. This article describes how the online advertising industry works. The industry is populated by a number of multisided platforms that singly or in combination facilitate connecting advertisers to viewers. Search-based advertising platforms, the most well developed of these, has several interesting economic features that result from the combination of keyword bidding by advertisers and single-homing.

Number of Pages in PDF File: 46

Keywords: Online Advertising, Advertising, Network Effects

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Date posted: January 25, 2008 ; Last revised: June 19, 2014

Suggested Citation

Evans, David S., The Economics of the Online Advertising Industry (May 9, 2008). Review of Network Economics, Vol. 7, No. 3, September 2008. Available at SSRN: http://ssrn.com/abstract=1086473

Contact Information

David S. Evans (Contact Author)
University of Chicago Law School ( email )
1111 E. 60th St.
Chicago, IL 60637
United States
University College London ( email )
London WC1E OEG
United Kingdom
Global Economics Group ( email )
1400 S. Dearborn, Suite 400
Chicago, IL 60603
United States
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