This website uses cookies.

By clicking the "Accept" button or continuing to browse our site, you agree to first-party and session-only cookies being stored on your device to enhance site navigation and analyze site performance and traffic. For more information on our use of cookies, please see our Privacy Policy.

  1. Home
  2. Journals
  3. American Economic Review
  4. May 2010
  5. The Impact of Targeting Technology on Advertising Markets and Media Competition

American Economic Review

ISSN 0002-8282 (Print) | ISSN 1944-7981 (Online)

The Impact of Targeting Technology on Advertising Markets and Media Competition

  • Susan Athey
  • Joshua S. Gans
American Economic Review
vol. 100, no. 2, May 2010
(pp. 608–13)
Download Full Text PDF

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

JEL Classification

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