Contextual Advertising

References

• Bergemann D, Bonatti A. Targeting in advertising markets: Implications for offline versus online media. RAND J. Econom. (2011) 42(3):417–443Crossref, Google Scholar
• Chen Y, He C. Paid placement: Advertising and search on the Internet. Econom. J. (2011) 121(556):F309–F328Google Scholar
• Chen Y, Narasimhan C, Zhang ZJ. Individual marketing with imperfect targetability. Marketing Sci. (2001) 20(1):23–41Link, Google Scholar
• Coughlan AT. Competition and cooperation in marketing channel choice: Theory and application. Marketing Sci. (1985) 4(2):110–129Link, Google Scholar
• Coughlan AT, Lal R. Retail pricing: Does channel length matter? Managerial Decision Econom. (1992) 13(3):201–214Crossref, Google Scholar
• Dong X, Manchanda P, Chintagunta PK. Quantifying the benefits of individual-level targeting in the presence of firm strategic behavior. J. Marketing Res. (2009) 46(2):207–221Crossref, Google Scholar
• Dukes A. The advertising market in a product oligopoly. J. Indust. Econom. (2004) 52(3):327–348Crossref, Google Scholar
• Edelman B, Ostrovsky M, Schwarz M. Internet advertising and the generalized second-price auction: Selling billions of dollars worth of keywords. Amer. Econom. Rev. (2007) 97(1):242–259Crossref, Google Scholar
• Gal-Or E, Dukes A. Minimum differentiation in commercial media markets. J. Econom. Management Strategy (2003) 12(3):291–325Crossref, Google Scholar
• Gal-Or E, Gal-Or M. Customized advertising via a common media distributor. Marketing Sci. (2005) 24(2):241–253Link, Google Scholar
• Gal-Or E, Geylani T, Yildirim TP. The impact of advertising on media bias. J. Marketing Res. (2012) 49(1):92–99Crossref, Google Scholar
• Grossman GM, Shapiro C. Informative advertising with differentiated products. Rev. Econom. Stud. (1984) 51(1):63–81Crossref, Google Scholar
• Hansell S. Google’s toughest search is for a business model. New York Times (2002) April 8). http://www.nytimes.com/2002/04/08/business/google-s-toughest-search-is-for-a-business-model.html?pagewanted=all&src=pmGoogle Scholar
• Iyer G, Soberman D, Villas-Boas JM. The targeting of advertising. Marketing Sci. (2005) 24(3):461–476Link, Google Scholar
• Katona Z, Sarvary M. The race for sponsored links: Bidding patterns for search advertising. Marketing Sci. (2010) 29(2):199–215Link, Google Scholar
• Narasimhan C. Competitive promotional strategies. J. Bus. (1988) 61(4):427–449Crossref, Google Scholar
• Nelson P. Advertising as information. J. Political Econom. (1974) 82(4):729–754Crossref, Google Scholar
• Sayedi A, Jerath K, Srinivasan K. Competitive poaching in sponsored search advertising and strategic impact on traditional advertising. (2011) . Working paper, Carnegie Mellon University, PittsburghGoogle Scholar
• Shin W. The company that you keep: When to buy a competitor’s keyword. (2010) . Doctoral dissertation, Duke University, Durham, NCGoogle Scholar
• Varian HR. A model of sales. Amer. Econom. Rev. (1980) 70(4):651–659Google Scholar
• Varian HR. Position auctions. Internat. J. Indust. Organ. (2007) 25(6):1163–1178Crossref, Google Scholar
• Wayne B. YouTube is doomed. Business Insider (2009) April 9). http://www.businessinsider.com/is-youtube-doomed-2009-4Google Scholar