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Advertiser Learning in Direct Advertising Markets

Carl F. Mela et al.

Marketing Science2026https://doi.org/10.1287/mksc.2024.0847article
FT50UTD24AJG 4*ABDC A*
Weight
0.50

Abstract

By pooling information across many advertisers, direct buy ad networks can alleviate advertiser uncertainty about where to place ads, increasing publisher revenue and advertiser welfare.

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https://doi.org/https://doi.org/10.1287/mksc.2024.0847

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@article{carl2026,
  title        = {{Advertiser Learning in Direct Advertising Markets}},
  author       = {Carl F. Mela et al.},
  journal      = {Marketing Science},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1287/mksc.2024.0847},
}

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Advertiser Learning in Direct Advertising Markets

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.