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Three essays in economics of online advertising

Abstract : The thesis presents an economics analysis of three new subjects related to the economics of online advertising using both empirical and theoretical methodologies. Chapter 1 introduces the context of the thesis as well as the main results developed in the following chapters. In Chapter 2, the thesis shows through a theoretical model how transparency related to online advertising purchase modifies market equilibria. In a context of advertising avoidance, the chapter shows that introducing such technologies can affect welfare in various ways. Chapter 3 tackles the economic relevance of profiling technologies that allow websites to adapt their advertising level to user’s sensitivity. The chapter builds a theoretical model to draw key implications on how such technologies modify advertising intensity and welfare. With Chapter 4, the thesis highlights how a privacy policy that lets users opt-out from behavioral targeting has economic implications on the online advertising market. The chapter presents a new computational methodology that estimates the effect of such opt-outs on prices of ads sold at auctions. The results differ from previous work and show that the impact may strongly depends on website’s characteristics as well as other selling channels attractiveness. The thesis concludes in Chapter 5 and points out how key points developed across the chapters carry economic significance as they partly explain how prices and demand for advertising spaces are shaped. It also draws attention on how these new subjects stimulate relevant future research for economists
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Submitted on : Monday, April 26, 2021 - 3:17:08 PM
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  • HAL Id : tel-03208444, version 1


Martin Quinn. Three essays in economics of online advertising. Economics and Finance. Télécom ParisTech, 2018. English. ⟨NNT : 2018ENST0040⟩. ⟨tel-03208444⟩



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