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Research Details
Inefficiencies in Digital Advertising Markets, Journal of Marketing
Abstract
Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
Type
Article
Author(s)
Brett Gordon, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, Kenneth Wilbur
Date Published
2021
Citations
Gordon, Brett, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, and Kenneth Wilbur. 2021. Inefficiencies in Digital Advertising Markets. Journal of Marketing.
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