Pricing display ads and contextual ads: Competition, acquisition, and investment

Yung-Ming Li; Jhih-Hua Jhang-Li

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Pricing display ads and contextual ads: Competition, acquisition, and investment

机译：展示广告和内容相关广告的定价：竞争，收购和投资

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Most websites are simultaneously supported by display advertising and contextual advertising. In this paper, we develop an economic model to examine the profitability of these two ad types in both a monopolistic market and duopolistic market, identifying the influence of impression benefit and click benefit. We find that in the duopolistic market a rival channel's professional ability to enhance a visitor's impression is beneficial to the channel offering contextual advertising. We also find that the strength of a search engine is limited in the duopolistic market; therefore, acquisition becomes a prime strategy to reveal the value of contextual advertising.

机译：大多数网站同时受到展示广告和内容相关广告的支持。在本文中，我们开发了一种经济模型来研究这两种广告类型在垄断市场和双寡头垄断市场中的获利能力，从而确定印象收益和点击收益的影响。我们发现，在双寡头市场中，竞争对手的渠道具有增强访问者印象的专业能力，对于提供上下文广告的渠道是有益的。我们还发现，在双寡头垄断的市场中搜索引擎的实力是有限的。因此，获取成为揭示上下文广告价值的主要策略。

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来源
《Electronic commerce research and applications》 |2009年第6期|16-27|共12页
作者
Yung-Ming Li; Jhih-Hua Jhang-Li;
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作者单位

Institute of Information Management, National Chiao Tung University, Management Building 2, 1001 Ta Hsueh Road, Hsinchu 300, Taiwan;

Institute of Information Management, National Chiao Tung University, Management Building 2, 1001 Ta Hsueh Road, Hsinchu 300, Taiwan;

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正文语种 eng
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关键词
display advertising; contextual advertising; pricing; search engine; multimedia technology;

机译：展示广告;内容相关广告;价钱;搜索引擎;多媒体技术;

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2. TECHNOLOGY AND CAPITAL INVESTMENT- How Can a Company Justify New Equipment When it Already has Excess Capacity that Cannot Produce at a Price to Meet the Competition? [J] . Ray Peterson International Magazine of the Investment Casting Institute . 2003,第11期

机译：技术和资本投资-如果一家公司已经有产能过剩而无法按价格生产以适应竞争的新设备，该公司如何证明其合理性？
3. Contextual assessment of the breadth and level of investments made by prevention initiatives to improve nutrition and prevent obesity in Los Angeles County, 2010–2015 [J] . Katherine Sutton, Sarah Elizabeth Clark, Jack Thompson, Preventive Medicine Reports . 2019,第4期

机译：对2010-2015年洛杉矶县预防措施改善营养和预防肥胖症进行的投资广度和投资水平的背景评估
4. Heads Up Displays (HUD) as a Tool to Contextualize the User in 3D Virtual Worlds [C] . Aliane Loureiro Krassmann, Felipe Becker Nunes, Tito Armando Rossi Filho, International Conference on Mobile Ubiquitous Computing, Systems, Services and Technologies . 2017

机译：抬头显示（HUD）作为在3D虚拟世界中为用户中容化用户的工具
5. Target acquisition with UAVs: Vigilance displays and advanced cueing interfaces. [D] . Gunn, Daniel Victor. 2002

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7. Competing Recombinant Technologies for Environmental Innovation: Extending Arthur’s Model of Lock-in Abstract: This article presents a model of sequential decisions about investments in environmentally dirty and clean technologies, which extends the path-dependence framework of Arthur (1989). This allows us to evaluate if and how an economy locked into a dirty technology can be unlocked and move towards the clean technology. The main extension involves the inclusion of the effect of recombinant innovation of the two technologies. A mechanism of endogenous competition is described involving a positive externality of increasing returns to investment which are counterbalanced by recombinant innovation. We determine conditions under which lock-in can be avoided or escaped. A second extension is â€œsymmetry breakingâ€ of the system due to the introduction of an environmental policy that charges a price for polluting. A final extension adds a cost of environmental policy in the form of lower returns on investment implemented through a growth-depressing factor. We compare cumulative pollution under different scenarios, so that we can evaluate the combination of environmental regulation and recombinant innovation. [O] . Van den Bergh J.C.J.M., Zeppini Rossi P. 100

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Pricing display ads and contextual ads: Competition, acquisition, and investment

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