Targeting in Advertising Markets: Implications for Offline Versus Online Media
We develop a model with many advertisers (products) and many advertising markets (media). Each advertiser sells to a different segment of consumers, and each medium is targeting a different audience. We characterize the competitive equilibrium in the advertising markets and evaluate the implications...
| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
Wiley Blackwell,
2013-02-27T21:15:13Z.
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| Subjects: | |
| Online Access: | Get fulltext |