Inefficiencies in Digital Advertising Markets

Gordon, Brett R.; Jerath, Kinshuk; Katona, Zsolt; Narayanan, Sridhar; Shin, Jiwoong; Wilbur, Kenneth C.

doi:10.1177/0022242920913236

Cited by 112 publications

(68 citation statements)

References 104 publications

(98 reference statements)

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“…As an example, in response to Hamilton et al's (2021) discussion of the social journey, Pamela Forbus (2021), chief marketing officer of Pernod Ricard, identifies the concept of "social toxicity" as a menacing spillover of that journey that occurs when others pollute the environment with hate speech. Gordon et al (2021) document challenges experienced by marketers in measuring and creating value from digital advertising as a springboard for offering research directions. 2 Better data.…”

Section: Academic Benefitsmentioning

confidence: 99%

“…As Varian (2016, p. 82) notes, "You have to be careful not to believe everything you hear-people in business usually know a set of rules that work well for running their own business, but they often have no idea of where these rules come from or why they work." An example of this type of healthy confrontation can be found in the marketing challenges leveled in several articles dealing with consumer privacy (see Cui et al 2021;Gordon et al 2021;Puntoni et al 2021). At the same time, academics should allow their ideas and results to be challenged by practitioners.…”

Section: What Can Academics Do?mentioning

confidence: 99%

“…We encourage the field's associations and institutes to develop even stronger ways to focus attention on its most important problems. Consider, as a model product, the paper and commentaries produced by MSI's priority on the "evolving landscape of MarTech and advertising": Gordon et al (2021) examine four types of inefficiencies challenging marketing practice on this topic. Marc Pritchard (2021), chief brand officer at Procter & Gamble, issues a rallying cry by noting that "half my advertising is being wasted" and offers possible solutions on measurement, fraud, transparency, and harmful content.…”

Section: The Marketing Disciplinementioning

confidence: 99%

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Marketing Thinking and Doing

Deighton¹,

Mela²,

Moorman³

2020

Journal of Marketing

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The history of marketing reveals an uneasy relationship between marketers and their academic counterparts. At best, they support one another's endeavors and may even partner to develop ideas and technologies. At worst, they ignore one another and may even view their counterpart with some disdain. While the latter is not useful, this 100-year old ambivalence in marketing is in some ways quite natural and its foundational quality quite old. Aristotle, for example, distinguished thinking (theoria) from doing (praxis). We think there is a strong case to be made for stronger interactions between the two for the betterment of marketing. Consider weaving as an analogy. Individual fibers have value separately; when combined, they can produce useful materials or beautiful tapestries. To apply the analogy to marketing, academics and practitioners operate in distinct worlds with their own styles and requirements. The result for each can be a limited view of marketing-one focused on the threads relevant to their worlds. However, when each weaves at least some of the other's thinking and doing with their own, the resulting fabric is likely to be more valuable to the field and to the world at large. Why write about the opportunity for a thinking-doing weave to introduce the Special Issue on "From Marketing Priorities to Research Agendas"? The reason lies in our purpose, which is to publish a set of articles that offers insights regarding how the Marketing Science Institute's (MSI's) priorities-determined every two years by polling corporate members-might be understood and advanced from an academic perspective. To that end, MSI created the MSI Scholars program in 2018 for mid-career scholars interested in translational research and invited them to participate in this challenge. Our purpose was to support these scholars on their quest and to invite practitioners and academic perspectives to challenge and complement their work. Observing the process of writing and reviewing the articles and commentaries over the past few years has shown us it is much harder than it should be to fit together two things that should go hand in glove. Reflecting on these experiences and our roles in the field more broadly, we observed challenges, inspiration, and important lessons that we want to record in this editorial.

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Section: Academic Benefitsmentioning

confidence: 99%

Section: What Can Academics Do?mentioning

confidence: 99%

Section: The Marketing Disciplinementioning

confidence: 99%

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Marketing Thinking and Doing

Deighton¹,

Mela²,

Moorman³

2020

Journal of Marketing

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“…Because of this complexity and indeterminacy, many contemporary marketers engage in sophisticated guesswork about the various elements of the platform algorithms that are going to affect their search rankings on Google's PageRank or, as another example, how they can tilt Facebook's programmatic advertising auctions to their advantage. Gordon et al (2021) note that online advertising similarly involves a game of cat and mouse between AI and the ad fraud perpetrators who try to guess its algorithms.…”

Section: Challenge 2: Disconnectionmentioning

confidence: 99%

Commentary: Artificial Intelligence: The Marketer’s Dilemma

Kozinets¹,

Gretzel²

2020

Journal of Marketing

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“…See, e.g.,ACCC (2019). For a discussion of the functioning of digital advertising markets and guide to the marketing literature about inefficiencies due to problems of measuring ad effectiveness and ad fraud on the advertiser side, ad blocking on the consumer side, conflicting interests among players in the value chain of advertising markets, seeGordon et al (2019). 15 See IAB Europe AdEx Benchmark 2018 Study.…”

mentioning

confidence: 99%

Economic Policy for Digital Attention Intermediaries

Peitz

2020

SSRN Journal

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This report provides an overview on the economics of attention intermediaries. It addresses the following questions: What are the economics of attention intermediaries? For competition policy, how should markets be defined and market power of attention intermediaries be assessed? What theories of harm in merger control and abused of dominance possibly apply to attention intermediaries? The report also touches on consumer protection policies and other regulatory issues.

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Inefficiencies in Digital Advertising Markets

Cited by 112 publications

References 104 publications

Marketing Thinking and Doing

Marketing Thinking and Doing

Commentary: Artificial Intelligence: The Marketer’s Dilemma

Economic Policy for Digital Attention Intermediaries

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