Online Display Advertising Markets: A Literature Review and Future Directions

• 成果类型: Review
• 署名作者: Choi, Hana; Mela, Carl F.; Balseiro, Santiago R.; Leary, Adam
• 署名单位: University of Rochester; Duke University; Columbia University
• 刊物名称: INFORMATION SYSTEMS RESEARCH
• ISSN/ISSBN: 1047-7047
• DOI: 10.1287/isre.2019.0902
• 发表日期: 2020
• 页码: 556-575
• 关键词: Dynamic auctions; per-click; ECONOMICS; MODEL; attribution; cost; web; FRAMEWORK; ads; optimization

摘要

This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical research in information systems, marketing, economics, operations, and computer science. By providing an integrated view of the display advertising ecosystem, we hope to bring attention to the outstanding research opportunities in this economically consequential and rapidly growing market.