Should Ad Exchanges Subsidize Advertisers to Acquire Targeting Data?
Published Online:26 Nov 2024https://doi.org/10.1287/isre.2023.0126
References
- (2016) Keyword management costs and “broad match” in sponsored search advertising. Marketing Sci. 35(2):259–274.Link, Google Scholar
- (2014) An economic analysis of online advertising using behavioral targeting. MIS Quart. 38(2):429–450.Crossref, Google Scholar
- (2022) Bypassing performance optimizers of real time bidding systems in display ad valuation. Inform. Systems Res. 33(2):399–412.Link, Google Scholar
- (2022) Pacing equilibrium in first price auction markets. Management Sci. 68(12):8515–8535.Link, Google Scholar
- (2016) Online advertising and privacy. RAND J. Econom. 47(1):48–72.Crossref, Google Scholar
- (2021) First-price auctions in online display advertising. J. Marketing Res. 58(5):888–907.Crossref, Google Scholar
- eMarketer (2019) US real-time bidding (RTB) digital display ad spending, by segment, 2015–2021 (billions). Accessed June 20, 2022, https://www.emarketer.com/chart/228035/us-real-time-bidding-rtb-digital-display-ad-spending-by-segment-2015-2021-billions.Google Scholar
- (2004) Ignorance promotes competition: An auction model with endogenous private valuations. RAND J. Econom. 35(3):583–598.Crossref, Google Scholar
- (2010) Signal orderings based on dispersion and the supply of private information in auctions. Econometrica 78(3):1007–1030.Crossref, Google Scholar
- (2016) Auctions with dynamic costly information acquisition. Oper. Res. 65(1):130–144.Link, Google Scholar
- (2017) Why behavioral analytics is your company’s secret weapon. Accessed June 20, 2022, https://www.inc.com/drew-hendricks/why-behavioral-analytics-is-your-companys-secret-weapon.html.Google Scholar
- (2016) When does improved targeting increase revenue? ACM Trans. Econom. Comput. 5(1):1–29.Crossref, Google Scholar
- IAB (2021) Video ad spend 2020 & outlook for 2021. Accessed June 20, 2022, https://www.iab.com/insights/2020-digital-video-ad-spend-report.Google Scholar
- IAB (2022) Digital advertising soared 35% to $189 billion in 2021 according to the IAB internet advertising revenue report. Accessed June 20, 2022, https://www.iab.com/news/digital-advertising-soared-35-to-189-billion-in-2021-according-to-the-iab-internet-advertising-revenue-report.Google Scholar
- IAB, Ipsos (2022) State of data 2022: The measurement dilemma. Accessed April 15, 2024, https://www.iab.com/wp-content/uploads/2022/02/IAB_State_of_Data_2022_Master.pdf.Google Scholar
- (2010) Auction Theory, 2nd ed. (Elsevier, Amsterdam).Google Scholar
- (2010) Online advertising: Heterogeneity and conflation in market design. Amer. Econom. Rev. 100(2):603–607.Crossref, Google Scholar
- (2003) Uniqueness of equilibrium in sealed high-bid auctions. Games Econom. Behav. 45(2):395–409.Crossref, Google Scholar
- (2019) The 45 most important advertising statistics of 2020. Accessed June 20, 2022, https://www.smallbizgenius.net/by-the-numbers/advertising-statistics.Google Scholar
- Pubmatic, Inc. (2021) The media buyer’s guide to impactful auction packages. Accessed March 15, 2024, https://pubmatic.com/wp-content/uploads/2021/12/The-Media-Buyers-Guide-to-Impactful-Auction-Packages-12162021.pdf.Google Scholar
- (2021) Targeting and privacy in mobile advertising. Marketing Sci. 40(2):193–218.Link, Google Scholar
- (2018) Real-time bidding in online display advertising. Marketing Sci. 37(4):553–568.Link, Google Scholar
- (2021) Three strategies for improving your marketing analytics. Forbes (November 15), https://www.forbes.com/sites/forbescommunicationscouncil/2021/11/09/three-strategies-for-improving-your-marketing-analytics.Google Scholar
- (2012) Optimal auctions with information acquisition. Games Econom. Behav. 74(2):666–686.Crossref, Google Scholar
- (2020) Pubmatic’s audience encore makes it easier to use publisher first-party data. Accessed February 15, 2024, https://www.adexchanger.com/platforms/pubmatics-audience-encore-makes-it-easier-to-use-publisher-first-party-data.Google Scholar
- (2019) How does a data management platform work? Gartner (November 20), https://www.gartner.com/en/marketing/insights/articles/how-does-a-data-management-platform-work.Google Scholar
- (2016) The making of a good impression: Information hiding in ad exchanges. MIS Quart. 40(3):717–739.Crossref, Google Scholar
- (2020) 3 ways small business retail can survive and thrive with technology. Forbes (December 9), https://www.forbes.com/sites/nealtaparia/2020/12/09/3-ways-small-business-retail-can-survive-and-thrive-with-technology.Google Scholar
- (2021) A near-optimal bidding strategy for real-time display advertising auctions. J. Marketing Res. 58(1):1–21.Crossref, Google Scholar
- (2021) First-party data will reign supreme for marketers in 2021. Forbes (January 13), https://www.forbes.com/sites/forbestechcouncil/2021/01/13/first-party-data-will-reign-supreme-for-marketers-in-2021.Google Scholar
- (2023) As data privacy improves, small advertisers could get squeezed. Accessed April 15, 2024, https://insight.kellogg.northwestern.edu/article/as-data-privacy-improves-small-advertisers-could-get-squeezed.Google Scholar
- (2023) Why sell-side targeting solutions matters now more than ever. Accessed April 15, 2024, https://pubmatic.com/blog/why-sell-side-targeting-matters-now-more-than-ever.Google Scholar
- (2011) A dynamic model of sponsored search advertising. Marketing Sci. 30(3):447–468.Link, Google Scholar
- (2007) Indicative bidding and a theory of two-stage auctions. Games Econom. Behav. 58(1):181–207.Crossref, Google Scholar
- (2022) The AdTech book: The platforms, processes, and players that make up the digital advertising industry. Accessed February 10, 2023, https://adtechbook.clearcode.cc.Google Scholar

