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American Economic Review: Vol. 100 No. 2 (May 2010)

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The Impact of Targeting Technology on Advertising Markets and Media Competition

Article Citation

Athey, Susan, and Joshua S. Gans. 2010. "The Impact of Targeting Technology on Advertising Markets and Media Competition." American Economic Review, 100(2): 608-13.

DOI: 10.1257/aer.100.2.608

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Authors

Athey, Susan (Harvard U)
Gans, Joshua S. (U Melbourne)

JEL Classifications

L11: Production, Pricing, and Market Structure; Size Distribution of Firms
L82: Entertainment; Media
M37: Advertising


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