May 26, 1:00 PM EDT 

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.

 

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speakers

Brett R. Gordon

Northwestern University

Brett R. Gordon is the Charles H. Kellstadt Professor of Marketing at the Kellogg School of Management at Northwestern University. His research interests include pricing, advertising, promotions, new products, and competitive strategy, often with applications in retail or digital markets. Professor Gordon studies these topics by drawing on methods from empirical industrial organization, econometrics, and machine learning. He often collaborates with firms to study these problems. His research has appeared in scholarly journals such as American Economic Review, Journal of Political Economy, Marketing Science, Journal of Marketing Research (JMR), Management Science, Quantitative Marketing and Economics, and Journal of Marketing. He is a three-time winner of the ISMS John D. C. Little Award at Marketing Science for best paper and he won the Robert D. Buzzell Best Paper Award from the Marketing Science Institute (MSI) for contributions to marketing practice. He currently serves as a Co-Editor at JMR. Prior to this, he was an Associate Editor at JMR, Management Science, Quantitative Marketing and Economics, and was on the Editorial Review Board at Marketing Science. 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. He previously held a faculty position at Columbia Business School and has held visiting positions at University of Chicago’s Booth School of Business and Stanford GSB. He earned his Ph.D. in Economics from Carnegie Mellon.

Kinshuk Jerath

Columbia 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

University of California, Berkeley

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.

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