Comparative Advante and Efficient Advertising in the Attention Economy

Huberman, Bernardo and Wu, Fang (2006): Comparative Advante and Efficient Advertising in the Attention Economy.

Abstract

We analyze the problem that enterprises face when having to decide on the most effective way to advertise several items belonging to their inventories within the company’s webpages. We show that the ability to arbitrarily partition a website among items leads to a comparative advantage among webpages which can be exploited so as to maximize the total utility of the enterprise. This result, which also applies to the case of several competitive providers, is then extended to dynamical scenarios where both the advertising allocation and the exposure levels vary with time.

• Item Type: MPRA Paper
• Institution: Information Dynamics Laboratory, HP Labs
• Language: English
• Keywords: attention economy; comparative advantage; advertising
• Subjects: M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M37 - Advertising

References

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