Targeted advertising and advertising avoidance

• 成果类型: Article
• 署名作者: Johnson, Justin P.
• 署名单位: Cornell University
• 刊物名称: RAND JOURNAL OF ECONOMICS
• ISSN/ISSBN: 0741-6261
• DOI: 10.1111/1756-2171.12014
• 发表日期: 2013
• 页码: 128-144
• 关键词: information; ECONOMICS; privacy

摘要

I examine how the increasing ability of firms to target their ads influences market outcomes when consumers have access to advertising-avoidance tools. Although firms generally benefit from improved targeting, consumers need not. I also show that there may be too little blocking of ads in equilibrium and consider the role of targeted advertising when niche firms compete against mass-market firms.