Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 25: Regulation and online advertising markets

Avi Goldfarb

Abstract

Online advertising has grown rapidly in recent years. The rise of this new form of advertising has generated a number of policy questions around privacy, the ability of local governments to regulate information, and antitrust in online markets. This chapter reviews three studies using a combination of field experiments and quasi-experimental variation to answer policy questions related to online advertising.

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