Online Display Advertising Markets - A Literature Review and Future Directions

Authors

Choi, Hana

Mela, Carl F.

Balseiro, Santiago R.

Leary, Adam

Published

January 1, 2020

Doi

https://doi.org/10.1287/ISRE.2019.0902

Citation: APA

Choi, H., Mela, C. F., Balseiro, S. R., & Leary, A. (2020). Online Display Advertising Markets - A Literature Review and Future Directions. Information Systems Research, 31(2), 556–575. https://doi.org/10.1287/ISRE.2019.0902.

Citation: BibTeX

@article{ChoiMelaBalseiroEtAl2020,
  doi        = {10.1287/ISRE.2019.0902},
  author     = {Choi, Hana and Mela, Carl F. and Balseiro, Santiago R. and Leary, Adam},
  journal    = {Information Systems Research},
  title      = {Online Display Advertising Markets - A Literature Review and Future Directions},
  year       = {2020},
  volume     = {31},
  number     = {2},
  pages      = {556--575},
  url        = {https://www.doi.org/10.1287/ISRE.2019.0902},
  abstract   = {Display advertising is a $50 billion industry in which advertisers’ (e.g., P&G, Geico) demand for impressions is matched to publishers’ (e.g., Facebook, Wall Street Journal) supply of them. An ideal match is one wherein the publisher’s ad impression is assigned to the advertiser with the highest value for it. Intermediaries (e.g., Google) facilitate this match between advertisers and publishers by managing data and providing optimization tools and algorithms for serving ads. Although these markets exhibit high allocative efficiency, we argue there is considerable scope for improvement.}
}

Citation: RIS

TY  - JOUR
AU  - Choi, Hana
AU  - Mela, Carl F.
AU  - Balseiro, Santiago R.
AU  - Leary, Adam
TI  - Online Display Advertising Markets - A Literature Review and Future Directions
T2  - Information Systems Research
PY  - 2020
VL  - 31
IS  - 2
SP  - 556
EP  - 575
DO  - 10.1287/ISRE.2019.0902
UR  - https://www.doi.org/10.1287/ISRE.2019.0902
ER  -