ONLINE ADVERTISING AND ANTITRUST: NETWORK EFFECTS, SWITCHING COSTS, AND DATA AS AN ESSENTIAL FACILITY

April 10, 2019

Network effects occur when the value of a product depends on others that are using the product. Network effects can be same-sided; that is, there is a performance benefit for users as more of the same type of users use the network, such as is the case for a social media platform. Network effects can also be cross-sided where the presence of one group of users (such as viewers of content on YouTube) benefits another group of users (such as people who produce content on YouTube).

Spotlight

Quigley-Simpson

Quigley-Simpson is a full-service advertising agency specializing in strategic planning, marketing, media planning & media buying, brand building, creative development, production and Multi-Cultural advertising. The agency combines the disciplines of direct response advertising with branding to create effective and accountable campaigns that enhance Quigley-Simpson’s clients’ Return-on-Investment (ROI). The agency does this for both creative and media planning & media buying clients. Many of Quigley-Simpson’s clients use all the agency’s services in full, while some select from the agency’s suite of services. The agency’s extensive advertising experience spans television, digital, print, out-of-home, radio, collateral, direct mail, and mobile advertising, plus Search Engine Marketing (SEM) and web design. Visit www.quigleysimpson.com for more information.

OTHER WHITEPAPERS
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Designing Ads for Digital Displays Getting the most impact from the medium

whitePaper | March 26, 2020

Digital billboard displays have opened a new realm of possibilities for designers in the outdoor advertising market. The idea of going seamlessly from computer display to any billboard display location almost instantly, might have seemed like science fiction several years ago, but here we are. It’s now the fastest growing segment of the outdoor advertising industry.

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Programmatic In-Housing

whitePaper | November 30, 2021

The IAB Data Center of Excellence is an independently funded and staffed unit within the IAB. Founded to enhance existing IAB resources and to drive the “data agenda” for the digital media, marketing, and advertising industry, the Data Center’s mission is to define boundaries, reduce friction, and increase value along the data chain, for consumers, marketers, and the ecosystem that supports them. IAB Data Center of Excellence is focused on

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The Marketer’s Identity Crisis

whitePaper | December 1, 2021

In an increasingly cookie-less world, understanding a consumer’s complete digital footprint is difficult enough; delivering relevant marketing messages to them as they cross channels can seem almost impossible. The only way that savvy marketers can overcome this problem is by having an approach that resolves consumer identity across all touch points — both digital and offline. This whitepaper presents Neustar’s authoritative identity methodology, which provides a single, consistent view of consumers, no matter the channel or device. You’ll learn:

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Unlocking the promise of streaming media

whitePaper | June 7, 2022

Over-the-top television and streaming audio offer consumers a rich array of on-demand content options, and the list of platforms and programs that serve up those options are increasing all the time. As streaming builds momentum with audiences, and as advertisers gain experience with the medium, TV and audio are increasingly becoming data-driven advertising channels.

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Ghost Bidding for Causal Advertising Measurement

whitePaper | August 10, 2022

It’s critical for marketers to know if their campaigns are influencing behavior in response to an ad. But to really know if a campaign actually works, consumer response must be compared with those who hadn’t been exposed to the ad. This new study demonstrates the dramatic power of “ghost bidding” in revealing true campaign effectiveness. A large U.S.-based apparel company ran an extended ad campaign to a targeted audience. The difference? The company used demand-side platform technology to simultaneously expose and exclude identical user groups from viewing the ad. This A/B study used “ghost bidding”—withdrawing bids from the excluded group at the last moment—to plot the true effectiveness of display, video and audio ads, and demonstrated a powerful validation of marketing effectiveness.

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Pivot or panic: How smart brands navigate challenging times with creativity

whitePaper | May 27, 2022

Advertisers know that a well-placed plug can tug at the heartstrings, or that a nimble, witty retort can gain the upper hand on a busy press day. A company can have the finest business acumen, but without an empowered creative team—from a junior designer to the chief marketing officer—the messaging will fall short, or worse, alienate the very customers it’s trying to reach.

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Spotlight

Quigley-Simpson

Quigley-Simpson is a full-service advertising agency specializing in strategic planning, marketing, media planning & media buying, brand building, creative development, production and Multi-Cultural advertising. The agency combines the disciplines of direct response advertising with branding to create effective and accountable campaigns that enhance Quigley-Simpson’s clients’ Return-on-Investment (ROI). The agency does this for both creative and media planning & media buying clients. Many of Quigley-Simpson’s clients use all the agency’s services in full, while some select from the agency’s suite of services. The agency’s extensive advertising experience spans television, digital, print, out-of-home, radio, collateral, direct mail, and mobile advertising, plus Search Engine Marketing (SEM) and web design. Visit www.quigleysimpson.com for more information.

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