Rationale of the online advertising market: a theoretical model
Date
2001-05
Authors
Rubini, Agustin
relationships.isContributorOfPublication
Weinschelbaum, Federico
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad de San Andrés. Departamento de Economía
Abstract
Online advertising is a new industry that is growing at an enormous pace,
and that has received a lot of coverage in the media. This work gives economic
reasoning to the events that have been happening in this sector. It models the
industry structure by postulating di¤erent types of …rms producing goods that
are perfect substitutes. We analyze the implications of the existance of economies
of scope and of saturation bounds in the production of online ads. We …nd that
technology plays a fundamental role in determining which types of …rms exist,
and that demand for advertising is also important, when advertising production
becomes saturated.
Description
Fil: Rubini, Agustin. Universidad de San Andrés. Departamento de Economía; Argentina.
Keywords
Citation
Rubini, A. (2001). Rationale of the online advertising market: a theoretical model. [Tesis de grado, Universidad de San Andrés. Departamento de Economía]. Repositorio Digital San Andrés. http://hdl.handle.net/10908/16124