"The online advertising and tracking industry: technology, business model, and market structure" by Henk LM Kox

Selected Works of Henk LM Kox

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Unpublished Paper

The online advertising and tracking industry: technology, business model, and market structure

(2014)

Henk LM Kox, CPB Netherlands Bureau for Economic Policy Analysis

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Abstract

This research note provides information on the Internet advertising and tracking industry: market structure, business model, targeting technologies, performance criteria, payment structures, main welfare aspects, and recent market trends.

Keywords

Internet,
online tracking industry,
targeting technology,
market structure,
advertising

Disciplines

Marketing and
Sales and Merchandising

Publication Date

January, 2014

Citation Information

Henk LM Kox. "The online advertising and tracking industry: technology, business model, and market structure" (2014)
Available at: http://works.bepress.com/henk_kox/64/