Inefficiencies in Digital Advertising Markets
Journal of Marketing, Forthcoming
Posted: 30 Sep 2019 Last revised: 5 May 2020
Date Written: February 18, 2020
Abstract
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 identify 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
Suggested Citation: Suggested Citation
Zsolt Katona
University of California, Berkeley - Haas School of Business ( email )
545 Student Services Building, #1900
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Berkeley, CA 94720
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Sridhar Narayanan
Stanford Graduate School of Business ( email )
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Stanford, CA 94305-5015
United States
650-723-9675 (Phone)
HOME PAGE: http://https://gsbapps.stanford.edu/facultybios/bio.asp?ID=409
Jiwoong Shin
Yale School of Management ( email )
165 Whitney Avenue
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United States
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06520 (Fax)
HOME PAGE: http://faculty.som.yale.edu/JiwoongShin/