Attention Retention: Targeted Advertising and the Ex Post Role of Media Content

Posted: 22 Apr 2012 Last revised: 1 Oct 2012

See all articles by Greg Taylor

Greg Taylor

University of Oxford - Oxford Internet Institute

Date Written: April 20, 2012

Abstract

I present a new ex post theory of media content. I use this theory to analysis the effects of rapidly advancing advertising technology. Introducing more accurate ad targeting intensifies product market competition as advertisers compete to serve consumers with precisely targeted needs, and the imperative to rapidly arrest consumer (content) search with high-quality content is thus increased. This dynamic is not unambiguously positive: enhanced content can lead to increased product prices — offsetting any welfare gains enjoyed by consumers — and can prove so costly that publishers would benefit if they could coordinate around implementing lower targeting accuracy or higher content costs. This paper was previously titled "Attention Retention: Targeted Advertising and the Provision of Media Content".

Keywords: media content, targeted advertising

Suggested Citation

Taylor, Greg, Attention Retention: Targeted Advertising and the Ex Post Role of Media Content (April 20, 2012). Available at SSRN: https://ssrn.com/abstract=2043136

Greg Taylor (Contact Author)

University of Oxford - Oxford Internet Institute ( email )

1 St. Giles
University of Oxford
Oxford OX1 3PG Oxfordshire, Oxfordshire OX1 3JS
United Kingdom

HOME PAGE: http://www.greg-taylor.co.uk

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