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  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)
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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