1 Fuqua School of Business, Duke University, Durham, North Carolina 27708 · 2 Rotterdam School of Management, Erasmus University, 3062 PA Rotterdam, Netherlands · 3 Kelley School of Business, Indiana University, Bloomington, Indiana 47405;
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.