Online Advertising

Article English OPEN

Goldfarb, Avi; Tucker, Catherine Elizabeth;

(2011)

Publisher: Elsevier

Related identifiers: doi: 10.1016/b978-0-12-385514-5.00006-9

This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because th... View more

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