Browsing Norges Handelshøyskole by Subject "web publishers"
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Pricing of on-line advertising: pay-per-view or pay-per-click?
(Working paper, Working paper, 2007-10)We analyse the choice of pay-per-view (PPV) and price-per-click (PPC) when a web publisher is a price taker in the market for advertising banners, and the number of visits is decreasing in advertising. The main result is ...