Pricing Models for Online Advertising: CPM vs. CPC
Published Online:7 Dec 2011https://doi.org/10.1287/isre.1110.0391
References
- Ad Age The advertising century: John Wanamaker. (2008) . Accessed August 2008, http://adage.com/century/people006.htmlGoogle Scholar
- Formal and real authority in organizations. J. Political Econom. (1997) 105(1):1–29Crossref, Google Scholar
- Do demographics help in media selection. J. Advertising Res. (1979) 19(6):7–11Google Scholar
- The effects of time pressure on quality in software development: An agency model. Inform. Systems Res. (2001) 12(2):195–207Link, Google Scholar
- , Armstrong M., Porter R. The economic analysis of advertising. Handbook of Industrial Organization (2007) 3(North-Holland, Amsterdam) 1701–1844Google Scholar
- Essentials of Media Planning (1993) (NTC Business Books, Chicago) Google Scholar
- User-configurable advertising profile applied to Web page banners. Proc. First Berlin Economics Workshop (1997) Berlin http://patrickbaudisch.com/publications/1997-Baudisch-Berlin-UserConfigurableAdvertisingProfiles.pdfGoogle Scholar
- Re: What is fair? Clicks or conversions. (2001) . Online Advertising discussion list (October 30) http://www.o-a.com/archive/0110/4897.html#startGoogle Scholar
- Performance anxiety hits online ads. BusinessWeek (2001) August 15). http://www.businessweek.com/bwdaily/dnflash/aug2001/nf20010815_806.htmGoogle Scholar
- Equilibrium distributions of sales and advertising prices. Rev. Econom. Stud. (1977) 44(3):465–491Crossref, Google Scholar
- Modeling the clickstream: Implications for Web-based advertising efforts. Management Sci. (2003) 22(4):520–541Abstract, Google Scholar
- Management and valuation of advertisement-supported websites. J. Management Inform. Systems (2002) 19(3):87–98Crossref, Google Scholar
- eMarketer Why online display ads still matter. (2008a) February 8). http://www.emarketer.com/Article.aspx?id=1005912Google Scholar
- eMarketer Worldwide online ad spending. (2008b) July 3). http://www.emarketer.com/Article.aspx?R=1006403Google Scholar
- Re: Affiliate junk-revisited briefly. (2001) . Online Advertising discussion list (October 25) http://www.o-a.com/archive/0110/4887.html#startGoogle Scholar
- The battle over Internet ads. (2001) . Business 2.0 (July 25) http://web.archive.org/web/20020601124847/http://www.business2.com/articles/web/0,1653,16546,00.htmlGoogle Scholar
- A framework for targeting banner advertising on the Internet. Proc. 13th Annual Hawaii International Conference on System Sciences (HICSS) (1997) (IEEE Computer Society Press, Washington, DC) Crossref, Google Scholar
- Google CPM pricing for site-targeted campaigns. (2006) . Accessed December 22, 2008, http//docs.justia.com/cases/federal/district-courts/california/candce/5:2005cv03649/34465/81/14.pdfGoogle Scholar
- Informative advertising with differentiated products. Rev. Econom. Stud. (1984) 51(1):63–81Crossref, Google Scholar
- Selling Web advertising space like pork bellies: Exchanges that pair buyers, sellers for available ad slots attract Internet giants. Wall Street Journal (2007) May 29):B1Google Scholar
- , Hurley D., Kahin B., Varian H. Advertising pricing models for the World Wide Web. Internet Publishing and Beyond: The Economics of Digital Information and Intellectual Property (2000) (MIT Press, Cambridge, MA) 45–61Google Scholar
- Keep it targeted, stupid - [Was: Affiliate junk]. (2001) . Online Advertising discussion list (November 1) http://www.o-a.com/archive/0111/4910.html#startGoogle Scholar
- How to beat the system. (2005) . iMedia Connection (October 10) http://www.imediaconnection.com/content/6915.aspGoogle Scholar
- IAB IAB Internet Advertising Revenue Report: 2007-Full Year Results. (2008) . Accessed July 15, 2008, http://www.iab.net/media/file/IAB_PwC_2007_full_year.pdfGoogle Scholar
- I-Advertising (2001) . I-Advertising interviews: Scot McLernon, Executive VP Sales, CBS MarketWatch.com. Accessed October 9, 2007, http://web.archive.org/web/20010718173722/http://www.i-advertising.com/news/int071601.shtmlGoogle Scholar
- A principal-agent model for product specification and production. Management Sci. (2005) 51(1):106–119Link, Google Scholar
- AdPalette: An algorithm for customizing online advertisements on the fly. Decision Support Systems (2001) 32(2):85–106Crossref, Google Scholar
- Ubiquitous advertising on the World Wide Web: Merging advertisement on the browser. Computer Networks ISDN Systems (1996) 28(7–11):1493–1500Crossref, Google Scholar
- Scheduling advertisements on a Web page to maximize space utilization. Eur. J. Oper. Res. (2006) 173(3):1067–1089Crossref, Google Scholar
- Delegating pricing responsibility to the salesforce. Marketing Sci. (1986) 5(2):159–168Link, Google Scholar
- Unintrusive customization techniques for Web advertising. Proc. 8th Internat. World Wide Web Conf. (1999) Toronto http://www.ra.ethz.ch/CDstore/www8/data/2159/html/index.htmCrossref, Google Scholar
- Google and Overture: CPM in disguise? (2002) . ClickZ (September 4) http://www/clickz.com/clickz/column/1705617/google-overture-cpm-disguiseGoogle Scholar
- Tapping the power of Google's AdSense bidding. (2005a) . ClickZ (December 9) http://web.archive.org/web/200601126230056/http://www.clickz.com/experts/search/strat/article.php/3569251Google Scholar
- SEM in the age of uncertainty. (2005b) . ClickZ (December 16) http://web.archive.org/web/20060101124136/http://clickz.com/experts/search/strat/article.php/3571011Google Scholar
- Re: CPM pricing models. (2002) . Online Advertising discussion list (January 18) http://www.o-a.com/archive/0201/5344.html#startGoogle Scholar
- The effects of banner advertising on Internet purchasing. J. Marketing Res. (2006) 43(1):98–108Crossref, Google Scholar
- Marketwatch SEC Filling Form 10-K for the Fiscal Year 2001. (2002) . Accessed August 8, 2008, http://www.sec.gov/Archives/edgar/data/1068969/000106896902000004/body10k.htmGoogle Scholar
- Centralization versus delegation and the value of communication. J. Accounting Res. (1987) 25(1):1–18Crossref, Google Scholar
- Taking the promo online. (2005) . iMedia Connection (September 30) http://www.imediaconnection.com/content/6866.aspGoogle Scholar
- A second look at media auctions. (2006) . iMedia Connection (February 21) http://www.imediaconnection.com/content/8333.aspGoogle Scholar
- New York Times Yahoo-Microsoft deal. (2009) July 30). http://topics.nytimes.com/top/news/business/companies/yahoo_inc/yahoo-microsoft-deal/index.htmlGoogle Scholar
- New metrics for new media: Toward the development of Web measurement standards. World Wide Web J. (1997) 2(1):213–246Google Scholar
- The provision of incentives in firms. J. Econom. Literature (1999) 37(1):7–63Crossref, Google Scholar
- Bye-bye. (1998) . Wired (6.01) http://www.wired.com/wired/archive/6.01/rothenberg_pr.htmlGoogle Scholar
- Internet advertising bubble. (2001) . E-mail to [email protected] (August 15)Google Scholar
- The Theory of Industrial Organization (1987) (MIT Press, Cambridge, MA) Google Scholar
- An entropy approach to unintrusive targeted advertising on the Web. Proc. 9th Internat. World Wide Web Conf. (2000) . http://www9.org/w9-papers/EC-Security/214.pdfCrossref, Google Scholar
- Yahoo's brilliant solution. Fortune Magazine (2005) . Accessed October 9, 2007, http://money.cnn.com/magazines/fortune/fortune_archive/2005/08/08/8267671/index.htmGoogle Scholar
- Contracting structures for custom software development: the impacts of informational rents and uncertainty on internal development and outsourcing. Management Sci. (1997) 43(12):1726–1744Link, Google Scholar

