Double Marginalization in Performance-Based Advertising: Implications and Solutions

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Chrysanthos Dellarocas;
(2012)
  • Journal: Management Science,volume 58,issue 6 6,pages1,178-1,195
  • Related identifiers: doi: 10.1287/mnsc.1110.1474
  • Subject: information systems, digital marketing, advertising, electronic markets and auctions, electronic commerce, sponsored search, keyword auctions

An important current trend in advertising is the replacement of traditional pay-per-exposure (pay-per-impression) pricing models with performance-based mechanisms in which advertisers pay only for measurable actions by consumers. Such pay-per-action (PPA) mechanisms are... View more
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