Open and Private Exchanges in Display Advertising
Author:
Affiliation:
1. Smith School of Business, University of Maryland, College Park, Maryland 20742;
2. Foster School of Business, University of Washington, Seattle, Washington 98195
Abstract
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Link
http://pubsonline.informs.org/doi/pdf/10.1287/mksc.2022.1399
Reference39 articles.
1. EXPRESS: Context Information can Increase Revenue in Online Display Advertising Auctions: Evidence from a Policy Change
2. Keyword Search Advertising and First-Page Bid Estimates: A Strategic Analysis
3. Keyword Management Costs and “Broad Match” in Sponsored Search Advertising
4. Targeting in advertising markets: implications for offline versus online media
5. Beyond the Last Touch: Attribution in Online Advertising
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