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Marketing Science

Subject:: Business and International Management
Publisher:: Edinburgh University Press — INFORMS
ISSN:: 0732-2399
Scimago Journal Rank:: 135

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1984

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1983

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1982

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journal article

Download Only Collection

Optimizing Reserve Prices in Display Advertising Auctions

Choi, Hana; Mela, Carl F.

2026 Marketing Science

doi: 10.1287/mksc.2023.0002pmid: N/A

This paper examines how publishers should set reserve prices in display advertising auctions when advertisers face practical constraints such as campaign reach.

journal article

Download Only Collection

Leveraging Generative Artificial Intelligence to Create Visual Content in Digital Advertising

Daviet, Remi; Nishimura, Yohei

2026 Marketing Science

doi: 10.1287/mksc.2024.1130pmid: N/A

Creating high-performing, brand-aligned advertising visuals is challenging; we develop a generative AI framework using Bayesian active learning to efficiently discover effective designs.

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