Inefficiencies in Digital Advertising Markets

Brett R. Gordon*, Kinshuk Jerath, Zsolt Katona, Sridhar Narayanan, Jiwoong Shin, Kenneth C. Wilbur

*Corresponding author for this work

Research output: Contribution to journalArticle


Digital advertising markets are growing and attracting increased scrutiny. This article explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.

Original languageEnglish (US)
JournalJournal of marketing
StateAccepted/In press - 2020


  • ad blocking
  • ad effect measurement
  • ad fraud
  • advertising channel friction
  • digital advertising

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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  • Cite this

    Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (Accepted/In press). Inefficiencies in Digital Advertising Markets. Journal of marketing.