Skippable Ads: Interactive Advertising on Digital Media Platforms-Reference-Cited by-同舟云学术

Skippable Ads: Interactive Advertising on Digital Media Platforms

Published:2021-12-21 Issue: Volume: Page:
ISSN:0732-2399
Container-title:Marketing Science
language:en
Short-container-title:Marketing Science

Author:

Dukes Anthony¹^ORCID,Liu Qihong²^ORCID,Shuai Jie³

Affiliation:

1. Marshall School of Business, University of Southern California, Los Angeles, California 90089;

2. Department of Economics, University of Oklahoma, Norman, Oklahoma 73019;

3. Wenlan School of Business, Zhongnan University of Economics and Law, Wuhan 430073, China

Abstract

The growth of YouTube and other digital content platforms in the prior decade may have been aided by their utilization of the skippable ad format, but as that growth tapers, this format may become less valuable to their ad revenue.

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Reference29 articles.

1. Market Provision of Broadcasting: A Welfare Analysis

2. Platform Siphoning: Ad-Avoidance and Media Content

3. The Advertising-Financed Business Model in Two-Sided Media Markets

4. Competition in two-sided markets

5. Optimal Search for Product Information

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