Inefficiencies in Digital Advertising Markets

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

doi:10.1177/0022242920913236

Inefficiencies in Digital Advertising Markets

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

^*Corresponding author for this work

Marketing

Research output: Contribution to journal › Article › peer-review

88 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	7-25
Number of pages	19
Journal	Journal of marketing
Volume	85
Issue number	1
DOIs	https://doi.org/10.1177/0022242920913236
State	Published - Jan 2021

Keywords

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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10.1177/0022242920913236

Cite this

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title = "Inefficiencies in Digital Advertising Markets",

abstract = "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.",

keywords = "ad blocking, ad effect measurement, ad fraud, advertising channel friction, digital advertising",

author = "Gordon, {Brett R.} and Kinshuk Jerath and Zsolt Katona and Sridhar Narayanan and Jiwoong Shin and Wilbur, {Kenneth C.}",

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AU - Jerath, Kinshuk

AU - Katona, Zsolt

AU - Narayanan, Sridhar

AU - Shin, Jiwoong

AU - Wilbur, Kenneth C.

N1 - Publisher Copyright: © American Marketing Association 2020.

PY - 2021/1

Y1 - 2021/1

N2 - 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.

AB - 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.

KW - ad blocking

KW - ad effect measurement

KW - ad fraud

KW - advertising channel friction

KW - digital advertising

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Inefficiencies in Digital Advertising Markets

Abstract

Keywords

ASJC Scopus subject areas

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