Working Papers

Skippable Ads and Viewer Attention

Anthony Dukes

University of Southern California

Qihong Liu

University of Oklahoma

May 3, 2021

Uses a game-theoretic perspective on the incentives of viewers and advertisers to model the interaction between viewer attention and ad content to determine how content is likely to vary across various ad formats and for different purposes (e.g., basic brand awareness vs. engagement and conversion).

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