The Impact of “Retail Media” on Online Marketplaces: Insights from a Field Experiment

The authors thank Ashish Agarwal, Patrick Bajari, John Horton, Vicente Lagos, Dokyun Lee, Abhishek Nagaraj, Harikesh Nair, Martin Peitz, Navdeep Sahni, Andrey Simonov, Param Vir Singh, Shubhranshu Singh, Tianshu Sun, Rahul Telang, Gerard Tellis, Shruthi Venkatesh, Sha Yang, and Kaifu Zhang for valuable comments. This paper has also benefited from the comments of seminar participants at Carnegie Mellon University, University of Southern California, Cornerstone Research, Indian School of Business, Harvard Business School, and Indiana University as well as attendees of the 2018 Workshop on Information Systems and Economics, 2018 Conference on Information Systems and Technologies, 2018 Summer Institute in Competitive Strategy, 2018 Marketing Science Conference, 2018 and 2019 Zentrum für Europäische Wirtschaftsforschung Conference on Economics of Information and Communication Technologies, 2018 Conference on Digital Economics, 2019 Bass Frontiers of Research in Marketing Science Conference, and 2022 Workshop on Digital Platforms at Pompeu Fabra University. The authors also thank Chazen Institute at Columbia Business School and Amazon.com, Inc., for research support. The authors are also grateful to many Flipkart employees who made the work possible.