Incentive Misalignments in Programmatic Advertising: Evidence from a Randomized Field Experiment

• Thomas W. Frick

  Thomas W. Frick

  [email protected]

  https://orcid.org/0000-0002-4456-9093

  Marketing Analyst, EPOS Group A/S, 2750 Ballerup, Denmark;

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• Rodrigo Belo

  Corresponding Author

  Rodrigo Belo

  [email protected]

  https://orcid.org/0000-0001-6839-5086

  Nova School of Business and Economics, Universidade Nova de Lisboa, 2775-405 Carcavelos, Portugal;Rotterdam School of Management, Erasmus University, 3062 PA Rotterdam, Netherlands;

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• Rahul Telang

  Rahul Telang

  [email protected]

  https://orcid.org/0000-0003-1069-1514

  The Heinz College, Carnegie Mellon University, Pittsburgh, Pennsylvania 15213

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