Inefficiencies in Digital Advertising Markets
48 Pages Posted: 30 Sep 2019
Date Written: September 27, 2019
Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We focus on relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
Keywords: Advertising, Antitrust, Digitalization, Inefficiencies, Markets
JEL Classification: M30, M31, M37, M38, L4, L5, L52, L86, K20, D86
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