The Impact of Targeting Technology on Advertising Markets and Media Competition
- (pp. 608-13)
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.100.2.608JEL Classification
- L11 Production, Pricing, and Market Structure; Size Distribution of Firms
- L82 Entertainment; Media
- M37 Advertising