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Tadelis.pdf
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🔗 Source: conference.nber.org
📊 Size: 2.06 MB
👤 Author: Tadelis, Steve
⬇️ Downloads: 58

Summary

Internet advertising has grown rapidly, with paid search advertising being the largest online advertising revenue format, accounting for 46.5% of 2011 revenues. A series of large-scale field experiments at eBay found that brand-keyword ads have no short-term benefits, and returns from other keywords are lower than conventional estimates. New and infrequent users are positively influenced by ads, but existing loyal users, who account for most advertising expenses, are not influenced by paid search, resulting in negative average returns. The study suggests that targeting uninformed users is crucial for successful advertising and highlights the challenges of measuring the causal effectiveness of internet advertising due to endogeneity concerns.

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Description

Internet advertising has grown rapidly, with paid search advertising being the largest online advertising revenue format, accounting for 46.5% of 2011...

Technical Information

  • File Format: PDF
  • File Size: 2.06 MB
  • Pages: 26
  • Language: EN
  • Author: Tadelis, Steve
  • Total Downloads: 58
  • Last Updated: 4 hours ago

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