Online Display Advertising Markets: A Literature Review and Future Directions

33 Pages Posted: 6 Dec 2017  

Hana Choi

Duke University, Fuqua School of Business, Students

Carl F. Mela

Duke University - Fuqua School of Business

Santiago Balseiro

Columbia Business School - Decision Risk and Operations

Adam Leary

CBS Interactive

Date Written: December 1, 2017

Abstract

This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical research in marketing, economics, operations, and computer science. By providing an integrated view of the display advertising ecosystem, we hope to bring attention to the outstanding research opportunities in this economically consequential and rapidly growing market.

Keywords: Display Advertising, Literature Review, Real-Time Buying, Programmatic Buying, Real-Time Bidding

JEL Classification: M3, L1

Suggested Citation

Choi, Hana and Mela, Carl F. and Balseiro, Santiago and Leary, Adam, Online Display Advertising Markets: A Literature Review and Future Directions (December 1, 2017). Columbia Business School Research Paper No. 18-1. Available at SSRN: https://ssrn.com/abstract=3070706

Hana Choi (Contact Author)

Duke University, Fuqua School of Business, Students ( email )

Durham, NC
United States

Carl F. Mela

Duke University - Fuqua School of Business ( email )

Box 90120
Durham, NC 27708-0120
United States
919-660-7767 (Phone)

Santiago Balseiro

Columbia Business School - Decision Risk and Operations ( email )

3022 Broadway
New York, NY 10027
United States

Adam Leary

CBS Interactive ( email )

235 2nd St
San Francisco, CA 94105
United States

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