Webinars
Inefficiencies in Digital Advertising Markets
Digital advertising markets are growing and attracting increased scrutiny. In this session, academic leaders will explore four market inefficiencies that remain poorly understood: ad effect measurement, frictions between and within advertising channel members, ad blocking, and ad fraud. Although these topics are not unique to digital advertising, each manifests in unique ways in markets for digital ads. The session will cover relevant findings in the academic literature, recent developments in practice, and promising topics for future research.
speakers
Brett R. Gordon is an Associate Professor of Marketing with research in pricing, advertising, promotion, retailing, innovation, and competitive strategy. Professor Gordon studies these topics by drawing on methods from empirical industrial organization, econometrics, and machine learning. He is a co-founder of the Quantitative Marketing and Structural Econometrics Workshop, which helps educate graduate students on state-of-the-art empirical techniques. At Kellogg, he teaches the MBA course on Retail Analytics and Pricing and a Ph.D. course on Structural Models for Quantitative Marketing. Previously, he was the Class of 1967 Associate Professor of Business at Columbia Business School, which he joined in 2007. He earned both his Ph.D. in Economics and Masters in Information Systems from Carnegie Mellon University.
Kinshuk Jerath is Professor of Business in the Marketing division at Columbia Business School. His research is in technology-enabled marketing, primarily in online advertising, online and offline retailing, sales force management and customer management. His research has appeared in top-tier marketing and operations management journals, such as Marketing Science, Journal of Marketing Research, Management Science and Operations Research. He is an Associate Editor at Journal of Marketing Research, Management Science and Quantitative Marketing and Economics, a Senior Editor at Production and Operations Management, and serves on the editorial boards of several other top-tier journals. He was nominated by the Marketing Science Institute as a Young Scholar in 2013 and as a Scholar in 2018, and has received research award grants from Amazon, Google, Adobe and other companies and institutes. He has consulted for Fortune 500 companies, has served as an expert in high-profile legal cases, and sits on the advisory boards of multiple startups.
Zsolt Katona is Cheryl and Christian Valentine Associate Professor at the Haas School of Business. Katona joined Berkeley-Haas in 2008 as an Assistant Professor of Marketing. His research focuses on online marketing strategy, networks and social media. He studies how firms can better take advantage of new digital technologies and how they can integrate them into their marketing mix. Katona is faculty director of the Fisher Center for Business Analytics at the Haas School. He was named a Marketing Science Institute Scholar awardee and was a Barbara and Gerson Bakar Faculty Fellow. Katona is Associate Editor of Management Science, Marketing Science and serves on the editorial board of the International Journal of Research in Marketing.