Targeted Advertising and Advertising Avoidance

32 Pages Posted: 11 Mar 2012

See all articles by Justin Johnson

Justin Johnson

Cornell University - Samuel Curtis Johnson Graduate School of Management

Date Written: December 21, 2011

Abstract

I examine how the increasing ability of firms to target their advertisements to particular individuals influences market outcomes when consumers have access to advertising avoidance tools. While firms generally benefit from increased targeting, consumers need not. I also show that there may be too little blocking of advertisements in equilibrium, and consider the role of targeted advertising when niche firms compete for ad inventory against mass-market firms.

Suggested Citation

Johnson, Justin, Targeted Advertising and Advertising Avoidance (December 21, 2011). Available at SSRN: https://ssrn.com/abstract=2018938 or http://dx.doi.org/10.2139/ssrn.2018938

Justin Johnson (Contact Author)

Cornell University - Samuel Curtis Johnson Graduate School of Management ( email )

Ithaca, NY 14853
United States

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