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Review of Network Economics

Editor-in-Chief: Grzybowski, Lukasz

Ed. by Briglauer, Wolfgang / Goetz, Georg / Pereira, Pedro

IMPACT FACTOR 2017: 0.357
5-year IMPACT FACTOR: 0.894

CiteScore 2017: 0.64

SCImago Journal Rank (SJR) 2017: 0.315
Source Normalized Impact per Paper (SNIP) 2017: 0.770

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Volume 7, Issue 3


The Economics of the Online Advertising Industry

David S. Evans
Published Online: 2008-09-01 | DOI: https://doi.org/10.2202/1446-9022.1154

Internet-based technologies are revolutionizing the stodgy $625 billion global advertising industry. There are a number of public policy issues to consider. Will a single ad platform emerge or will several remain viable? What are the consequences of alternative market structures for a web economy that is increasingly based on selling eyeballs to advertisers? This article describes the online advertising industry. The industry is populated by a number of multi-sided platforms that facilitate connecting advertisers to viewers. Search-based advertising platforms, the most developed of these, have interesting economic features that result from the combination of keyword bidding by advertisers and single-homing.

About the article

Published Online: 2008-09-01

Citation Information: Review of Network Economics, Volume 7, Issue 3, ISSN (Online) 1446-9022, ISSN (Print) 2194-5993, DOI: https://doi.org/10.2202/1446-9022.1154.

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