Conference
Impression effect vs. Click-through effect: Mechanism design of online advertising
Abstract
Search advertising and display advertising are two major online advertising formats. Search advertising emphasizes ads' click-through effect. Advertisers only pay when users click the link of their ads. Traditional display advertising emphasizes ads' impression effect. Most display ads are charged based on the number of views on the ads. Considering that most online ads increase brand awareness (impression effect) and directly promote sales …
Authors
Zou X; Wu R; Zhong W
Volume
2017-January
Pagination
pp. 3925-3934
Publication Date
January 1, 2017
Conference proceedings
Proceedings of the Annual Hawaii International Conference on System Sciences
ISSN
1530-1605