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
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.
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