Online Advertising
This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online adv...
Main Authors: | Goldfarb, Avi (Author), Tucker, Catherine Elizabeth (Contributor) |
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Other Authors: | Sloan School of Management (Contributor) |
Format: | Article |
Language: | English |
Published: |
Elsevier,
2015-10-06T19:04:59Z.
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Subjects: | |
Online Access: | Get fulltext |
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