Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking and ad fraud. These topics are not unique to digital advertising, but each manifests in new ways in markets for digital ads. We identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
@article{arxiv.1912.09012,
title = {Inefficiencies in Digital Advertising Markets},
author = {Brett R Gordon and Kinshuk Jerath and Zsolt Katona and Sridhar Narayanan and Jiwoong Shin and Kenneth C Wilbur},
journal= {arXiv preprint arXiv:1912.09012},
year = {2020}
}