Rev Ind Organ (2014) 44:113–114 DOI 10.1007/s11151-013-9400-1 Avi Goldfarb · Victor J. Tremblay Published online: 13 August 2013 © Springer Science+Business Media New York 2013 Keywords Internet advertising · Internet economics · Online advertising · Digital JEL Classiﬁcation M37 Although television remains the largest advertising medium with a 40 % share of total advertising spending, Internet advertising has made dramatic gains in market share. In 1997 the Internet’s share was less than 1 %; but that share has risen to approximately 20 % today. The papers in this series highlight some of the differences between ofﬂine and online advertising and analyze how these differences affect how ﬁrms use Internet advertising to inﬂuence consumer spending. The ﬁrst paper by Avi Goldfarb is a survey of the economics of Internet advertising. It discusses how recent work on Internet advertising broadens our general knowledge of the economics of advertising. Goldfarb argues that the fundamental feature of Internet advertising is that it lowers the costs for advertisers to identify and target potential customers. In particular, ﬁrms have the ability to collect information about a person’s past actions, and then use that information to target ads to consumers who are most likely to be
Review of Industrial Organization – Springer Journals
Published: Aug 13, 2013
It’s your single place to instantly
discover and read the research
that matters to you.
Enjoy affordable access to
over 18 million articles from more than
15,000 peer-reviewed journals.
All for just $49/month
Query the DeepDyve database, plus search all of PubMed and Google Scholar seamlessly
Save any article or search result from DeepDyve, PubMed, and Google Scholar... all in one place.
Get unlimited, online access to over 18 million full-text articles from more than 15,000 scientific journals.
Read from thousands of the leading scholarly journals from SpringerNature, Elsevier, Wiley-Blackwell, Oxford University Press and more.
All the latest content is available, no embargo periods.
“Hi guys, I cannot tell you how much I love this resource. Incredible. I really believe you've hit the nail on the head with this site in regards to solving the research-purchase issue.”Daniel C.
“Whoa! It’s like Spotify but for academic articles.”@Phil_Robichaud
“I must say, @deepdyve is a fabulous solution to the independent researcher's problem of #access to #information.”@deepthiw
“My last article couldn't be possible without the platform @deepdyve that makes journal papers cheaper.”@JoseServera