Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments February 9, 2023 erstellt
Description:
Online advertising relies on a complex network of intermediaries between advertisers and publishers. Often, advertisers do not know where their ads appear which can lead to placement issues. An ad may never be seen by the user, or displayed in controversial contexts. I investigate how different methods of pricing, targeting and buying online ads affect their outcomes. We leverage two databases, each containing millions of ad impressions bought in 2019 and 2021. In a first study, I find that both cost-per-impression (CPM) contracts and programmatic buying lessen ad viewability. Programmatic advertising also exposes advertisers to non-human ad traffic. Using a second dataset on advertising targeting, I find that matching ads with website contents yields better click rates than individual targeting based on users’ personal data. Surprisingly, premium ad marketplaces (PMPs) have positive spillovers on non-premium ads