Article | SIGecom Exchanges | June 2010

The Pathologies of Online Display Advertising Marketplaces

by Benjamin Edelman

Abstract

Display advertising marketplaces place "banner" ads on all manner of popular sites. While these services are widely used, they suffer significant challenges, including weak user response and low accountability for both advertisers and web site publishers. I survey a few major challenges, flagging possible areas for future research.

Keywords: Misleading and Fraudulent Advertising; Online Advertising; Cost; Corporate Accountability; Information Publishing; Consumer Behavior; Relationships; Web Sites;

Citation:

Edelman, Benjamin. "The Pathologies of Online Display Advertising Marketplaces." Art. 2. SIGecom Exchanges (June 2010).