Search Engine Advertising: Channel Substitution when Pricing Ads to Context

We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in “ambulance-chaser” regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications.NET Institut

Realistic theory of electromagnetically-induced transparency and slow light in a hot vapor of atoms undergoing collisions

We present a realistic theoretical treatment of a three-level $\Lambda$ system in a hot atomic vapor interacting with a coupling and a probe field of arbitrary strengths, leading to electromagnetically-induced transparency and slow light under the two-photon resonance condition. We take into account all the relevant decoherence processes including col5Blisions. Velocity-changing collisions (VCCs) are modeled in the strong collision limit effectively, which helps in achieving optical pumping by the coupling beam across the entire Doppler profile. The steady-state expressions for the atomic density-matrix elements are numerically evaluated to yield the experimentally measured response characteristics. The predictions, taking into account a dynamic rate of influx of atoms in the two lower levels of the $\Lambda$, are in excellent agreement with the reported experimental results for $^4$He*. The role played by the VCC parameter is seen to be distinct from that by the transit time or Raman coherence decay rate

Privacy regulation and online advertising

Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union (EU) has influenced advertising effectiveness. This privacy regulation restricted advertisers' ability to collect data on Web users in order to target ad campaigns. We find that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries. The loss in effectiveness was more pronounced for websites that had general content (such as news sites), where non-data-driven targeting is particularly hard to do. The loss of effectiveness was also more pronounced for ads with a smaller presence on the webpage and for ads that did not have additional interactive, video, or audio features