Online Display Advertising Markets: A Literature Review and Future Directions

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 information systems, 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