Online display advertising markets: A literature review and future directions

Journal Article (Review;Journal)

This paper summarizes the display advertising literature, organizing the content by the agents in the display advertising ecosystem, and proposes new research directions. In doing so, we take an interdisciplinary view, drawing connections among diverse streams of theoretical and empirical research in information systems, marketing, economics, operations, and computer science. By providing an integrated view of the display advertising ecosystem, we hope to bring attention to the outstanding research opportunities in this economically consequential and rapidly growing market.

Full Text

Duke Authors

Cited Authors

  • Choi, H; Mela, CF; Balseiro, SR; Leary, A

Published Date

  • June 1, 2020

Published In

Volume / Issue

  • 31 / 2

Start / End Page

  • 556 - 575

Electronic International Standard Serial Number (EISSN)

  • 1526-5536

International Standard Serial Number (ISSN)

  • 1047-7047

Digital Object Identifier (DOI)

  • 10.1287/ISRE.2019.0902

Citation Source

  • Scopus