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  • All HBS Web  (497)
    • News  (91)
    • Research  (353)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (140)

Show Results For

  • All HBS Web  (497)
    • News  (91)
    • Research  (353)
    • Events  (3)
    • Multimedia  (3)
  • Faculty Publications  (140)
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  • May 2009
  • Article

Skewed Bidding in Pay-per-Action Auctions for Online Advertising

By: Nikhil Agarwal, Susan Athey and David Yang
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Agarwal, Nikhil, Susan Athey, and David Yang. "Skewed Bidding in Pay-per-Action Auctions for Online Advertising." American Economic Review: Papers and Proceedings 99, no. 2 (May 2009): 441–447.
  • 2015
  • Other Unpublished Work

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Lingling Zhang, Clarence Lee and Anita Elberse
Keywords: Digital Marketing; Advertising Campaigns
Citation
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Zhang, Lingling, Clarence Lee, and Anita Elberse. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." March 2015. (In preparation for resubmission at Marketing Science.)
  • 24 Mar 2008
  • Working Paper Summaries

Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud

Keywords: by Benjamin G. Edelman; Video Game; Web Services
  • May 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Citation
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Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the Media, Technology and Society Seminar Series, Northwestern University, Evanston, IL, May 2011.
  • April 2004 (Revised April 2006)
  • Teaching Note

Eyeblaster: Enabling the Next Generation of Online Advertising (TN)

By: Elie Ofek
Teaching Note to (2-504-005). View Details
Keywords: Online Advertising; Advertising Industry
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Ofek, Elie. "Eyeblaster: Enabling the Next Generation of Online Advertising (TN)." Harvard Business School Teaching Note 504-091, April 2004. (Revised April 2006.)
  • Jun 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Citation
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Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Paper presented at the INFORMS Marketing Science Conference, Houston, TX, June 2011.
  • May 2011 - 2011
  • Conference Presentation

Viral Videos: The Dynamics of Online Video Advertising Campaigns

By: Anita Elberse
Keywords: Internet and the Web; Advertising
Citation
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Elberse, Anita. "Viral Videos: The Dynamics of Online Video Advertising Campaigns." Duke University, Fuqua School of Business, Durham, NC, May 2011.
  • 05 Jul 2006
  • Working Paper Summaries

Advertising and Expectations: The Effectiveness of Pre-Release Advertising for Motion Pictures

Keywords: by Anita Elberse & Bharat N. Anand; Advertising; Advertising; Advertising
  • February 2015
  • Article

Risk, Information, and Incentives in Online Affiliate Marketing

By: Benjamin Edelman and Wesley Brandi
We examine online affiliate marketing programs in which merchants oversee thousands of affiliates they have never met. Some merchants hire outside specialists to set and enforce policies for affiliates, while other merchants ask their ordinary marketing staff to... View Details
Keywords: Affiliate Marketing; Incentives; Fraud; Advertising; Internet and the Web; Marketing Communications; Ethics; Digital Marketing
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Edelman, Benjamin, and Wesley Brandi. "Risk, Information, and Incentives in Online Affiliate Marketing." Journal of Marketing Research (JMR) 52, no. 1 (February 2015): 1–12. (Lead Article.)
  • 17 Sep 2007
  • Research & Ideas

Broadband: Remaking the Advertising Industry

advertising? A: Advertising is at an interesting crossroads. Most of the money is still being spent on traditional advertising such as television. But with new opportunities to get in front of, and more... View Details
Keywords: by Julia Hanna; Advertising; Advertising; Advertising
  • 06 Feb 2014
  • Research & Ideas

The Art of American Advertising

compared with modern marketing techniques, the Reconstruction Era actually shared some advertising commonalities with the dot-com boom. "The rise of the Internet in the 1990s had an enormous impact on global business and industry,... View Details
Keywords: by Carmen Nobel; Advertising
  • Article

From TV to Web: Content Strategies for Ads That Drive Online Sales

By: Thales S. Teixeira
Consumers have become avid media multitaskers, moving seamlessly between their TVs and digital devices. Shorter TV commercials have reduced both the quantity and quality of consumer attention during prime-time viewing hours. In this new media environment, can TV... View Details
Keywords: TV Advertising; Multitasking; Infotainment; Television; Prime Time; Advertising; Online Advertising; Advertising Industry
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Teixeira, Thales S. "From TV to Web: Content Strategies for Ads That Drive Online Sales." IESE Insight, no. 23 (Fourth Quarter 2014): 54–61.
  • June 2013
  • Article

How to Profit from 'Lean Advertising'

By: Thales S. Teixeira
This article introduces the concept of Lean Advertising, i.e., how to use non-traditional approaches to create and distribute advertising using extremely low-cost approaches online. A framework for Lean Advertising is proposed that identifies the four ways in which... View Details
Keywords: Viral Advertising; Viral Ads; Online Marketing; Lean Advertising; Digital Marketing; Advertising; Advertising Industry
Citation
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Teixeira, Thales S. "How to Profit from 'Lean Advertising'." Harvard Business Review 91, no. 6 (June 2013): 23–25.
  • 15 Apr 2013
  • Research & Ideas

Solving the Search vs. Display Advertising Quandary

no idea what you get for it," says Gupta. When you really start to examine how online advertising works, however, that return on investment may not be quite so easy to calculate. After all, not all View Details
Keywords: by Michael Blanding; Advertising
  • March 1998 (Revised November 1999)
  • Case

USA TODAY Online

By: John A. Deighton and Anthony St. George
How should USA TODAY use its brand franchise to build a publishing business on the World Wide Web? Advertising Age described the first steps as "a case study in how not to do it," but by the end of 1997 USA TODAY Online is the most visited news site on the Web. Now the... View Details
Keywords: Digital Marketing; Design; Profit; Revenue; Brands and Branding; Marketing Strategy; Internet and the Web; Information Industry
Citation
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Deighton, John A., and Anthony St. George. "USA TODAY Online." Harvard Business School Case 598-133, March 1998. (Revised November 1999.) (request a courtesy copy.)
  • 03 Feb 2014
  • Research & Ideas

The Tricky Business of Managing Web Advertising Affiliates

network, but pay only for those ads that entice a consumer to make a purchase. (This setup is different from other online advertising such as banner ads, where the seller pays for the placement when the... View Details
Keywords: by Kim Girard; Advertising; Advertising
  • November–December 2022
  • Article

The Value of Descriptive Analytics: Evidence from Online Retailers

By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Marketing; Retail Industry
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Berman, Ron, and Ayelet Israeli. "The Value of Descriptive Analytics: Evidence from Online Retailers." Marketing Science 41, no. 6 (November–December 2022): 1074–1096.
  • 2021
  • Working Paper

The Value of Descriptive Analytics: Evidence from Online Retailers

By: Ron Berman and Ayelet Israeli
Does the adoption of descriptive analytics impact online retailer performance, and if so, how? We use the synthetic difference-in-differences method to analyze the staggered adoption of a retail analytics dashboard by more than 1,500 e-commerce websites, and we find an... View Details
Keywords: Descriptive Analytics; Big Data; Synthetic Control; E-commerce; Online Retail; Difference-in-differences; Martech; Internet and the Web; Analytics and Data Science; Performance; Retail Industry
Citation
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Berman, Ron, and Ayelet Israeli. "The Value of Descriptive Analytics: Evidence from Online Retailers." Harvard Business School Working Paper, No. 21-067, November 2020. (Revised December 2021. Accepted at Marketing Science.)
  • Other Article

Online Discounting: Who is Leading the Race to the Bottom?

By: Ayelet Israeli, Eric Anderson and Anne Coughlan
A short review of the finidings in: Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets." Marketing Science 35, no. 4 (July–August 2016): 539–564. View Details
Keywords: Pricing; Price Policies; Pricing Policies; Discounting; Retailing; Retailing Industry; Minimum Advertised Price; Ecommerce; E-Commerce Strategy; Price; Distribution Channels; Distribution; Digital Marketing; E-commerce; Advertising Industry; Advertising Industry; Advertising Industry; United States
Citation
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Israeli, Ayelet, Eric Anderson, and Anne Coughlan. "Online Discounting: Who is Leading the Race to the Bottom?" Harvard Business Review 94, no. 3 (March 2016): 24–24. (Idea Watch.)
  • 17 Jun 2013
  • Research & Ideas

Advertising Symbiosis: The Key to Viral Videos

helps the advertiser, then the ad might go viral. The stakes are high for advertisers. eMarketer estimates that online video advertising in the United States will increase from $1.1 billion in 2009 to $4.1... View Details
Keywords: by Carmen Nobel; Advertising
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