Exploring horizontal and vertical interactions within an online advertising supply chain

This dissertation consists of highly related three essays on estimating and exploiting the effect of complementarities or synergies between advertising channels within an online advertising ecosystem. The first essay studies how the recognition of complementarities between different channels in the supply chain and sharing information among players can lead to dramatic increases in profitability and scale of operations. Using a naturally occurring experiment, the second essay investigates the impact of decision making structure (centralized vs. decentralized decision-making) on the decision maker's ability to exploit the synergy effects between advertising channels. Lastly, the third essay explores through simulation the challenges involved in estimating complementarities from a structural econometric model based on the researcher's knowledge of whether the decision makers actually incorporate such effects in their decisions.Information, Risk, and Operations Management (IROM

Inefficiencies in Digital Advertising Markets

Digital advertising markets are growing and attracting increased scrutiny. This article explores 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 authors identify relevant findings in the academic literature, recent developments in practice, and promising topics for future research

Measuring the Efficiency of an FCC Spectrum Auction

FCC spectrum auctions sell licenses to provide mobile phone service in designated geographic territories. We propose a method to structurally estimate the deterministic component of bidder valuations and apply it to the 1995–1996 C-block auction. We base our estimation of bidder values on a pairwise stability condition, which implies that two bidders cannot exchange licenses in a way that increases total surplus. Pairwise stability holds in many theoretical models of simultaneous ascending auctions, including some models of intimidatory collusion and demand reduction. Pairwise stability is also approximately satisfied in data that we examine from economic experiments. The lack of post-auction resale also suggests pairwise stability. Using our estimates of deterministic valuations, we measure the allocative efficiency of the C-block outcome.

Indo-U.S. FTA - Prospects for Audiovisual Services

Many WTO (World Trade Organization) member countries, including India, are defensive about opening up of the audiovisual sector in the Doha Round due to reasons of cultural sensitivity. On the other hand, the United States is pushing for liberalizing trade in this sector both in the WTO and in its bilateral FTAs (Free Trade Agreements). With the slow progress of the Doha Round, India and the United States are exploring the possibilities of entering into FTAs with like-minded trading partners. In this context, the present paper discusses the prospects of liberalizing audiovisual services under a possible Indo-U.S. FTA. The study found that India and the United States have significant trade complementarities in this sector which can be further enhanced under an FTA. It identifies areas such as co-production of films, digital content creation and broadband infrastructure in which companies from India and the United States can enter into mutually beneficial collaborations. It argues that India should enter into a media cooperation agreement with the U.S. to facilitate the inflow of technical know, finance and best management practices. It discusses regulatory and other reforms which would not only improve the productivity and global competitiveness of the Indian audiovisual sector but also enable it to gain from the FTA.Indo-U.S. FTA, GATS, bilateral agreements, audiovisual, Services

Indo-U.S. FTA: Prospects for Audiovisual Services

Many WTO (World Trade Organization) member countries, including India, are defensive about opening up of the audiovisual sector in the Doha Round due to reasons of cultural sensitivity. On the other hand, the United States is pushing for liberalizing trade in this sector - both in the WTO and in its bilateral FTAs (Free Trade Agreements). With the slow progress of the Doha Round, India and the United States are exploring the possibilities of entering into FTAs with like-minded trading partners. In this context, the present paper discusses the prospects of liberalizing audiovisual services under a possible Indo-U.S. FTA. The study found that India and the United States have significant trade complementarities in this sector which can be further enhanced under an FTA. It identifies areas such as co-production of films, digital content creation and broadband infrastructure in which companies from India and the United States can enter into mutually beneficial collaborations. It argues that India should enter into a media cooperation agreement with the U.S. to facilitate the inflow of technical know, finance and best management practices. It discusses regulatory and other reforms which would not only improve the productivity and global competitiveness of the Indian audiovisual sector but also enable it to gain from the FTA.Indo-U.S. FTA, GATS, bilateral agreements, audiovisual, services

The relevance of collective action in tourism

Tourism normally develops in a confined territorial area where diverse organisations shall have to congregate efforts in order to enhance its potentiality. This industry tends to be described as encompassing a large number of small independent companies free from any conglomerate. Even those who do not consider being tourist-dependent shall act in a manner that will shape its development since they are part and parcel of the socioeconomic dimension of the tourism destination image.The various perceptions of social and economic benefits linked to tourism may be influenced by the degree of “the residents’ tourist education”. If one takes the tourism destination as a global product it finds lots of supplementary links, diverse sectors and multiple interlinks between public and private, which originate a multi-fragmented supply. Unless we establish common values and norms, we cannot find enough sustainability to become a desirable and visible destination, so there is a need to integrate all these structuring elements capable of generating interlinks in a harmonious and compatible manner. Therefore, we must have large numbers of intervening parties in a tourism network since it will hell reinforce the image. Many a study has proven that community’s involvement in planning and developing are critical factors for such tourism destination sustainability. Indeed, policies of “going alone” as in the past, which characterised many tourism sectors are being replaced by a strong cooperation and collaboration. However, the huge sectorial interdependence may not be enough in itself to motivate collective actions. Many organisations cannot identify with the tourism industry clouding the reasoning for such possible cooperation. The creation of partnerships in order to create tourism plans does not warrant its practical implementation. In this paper, through a methodological update of the major available theoretical views, we expound on the relevance of collective action movements applied to tourism, finding the motives behind such movements and obstacles to their implementation and suggesting recommendations to develop sustainable regional policies for tourism development. We conclude that the dynamics of a regional tourist destination results mainly from the collective thought and the need for cooperation to create a structure between multiple partners. This led to a coherent and integrated product that became attractive to the tourist and produced a value-added to the territory. As such, these movements must be also understood as sustained policies for territorial development

Managing Multichannel Strategies In The Service Sector: The Example Of The French Insurance Industry

The goal of this paper is to investigate the implementation of multichannel strategies in the service sector and to understand objectives, difficulties faced by companies, synergies and competitive effects among channels, and future areas of investment. The research questions used in-depth interviews with a sample of insurance directors responsible for the multichannel strategy of the major French insurance players

Multichannel business strategies and performance

[ES]El uso de Internet y las nuevas tecnologías de información está en continuo crecimiento. En el pasado año el comercio electrónico en España supuso 12.383 millones de euros, con 27.2 millones de usuarios (ONTSI, 2012). Estos nuevos instrumentos suponen una revolución en la gestión tradicional de las relaciones con los clientes. Resulta fundamental entender que las empresas tienen que atender las demandas del consumidor de manera efectiva e inmediata. Este nuevo consumidor 360º supone considerar al cliente desde una perspectiva integrada, puesto que dispone de información multicanal completa y actualizada. Las empresas necesitan por lo tanto sacar partido de sus fuentes de información internas y externas para evaluar los requerimientos de compra del consumidor y atenderlos de manera que el proceso de compra sea una experiencia plenamente satisfactoria. Las empresas (especialmente las PYMES) nunca se habían encontrado con este desafío (los consumidores tienen más acceso que nunca a información instantánea de manera gratuita), por lo que resulta fundamental atender las necesidades del cliente multicanal