Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
  • Research
    • Research
    • Publications
    • Global Research Centers
    • Case Development
    • Initiatives & Projects
    • Research Services
    • Seminars & Conferences
    →
  • Publications→

Publications

Publications

Filter Results: (364) Arrow Down
Filter Results: (364) Arrow Down Arrow Up

Show Results For

  • All HBS Web  (364)
    • People  (1)
    • News  (76)
    • Research  (190)
    • Events  (3)
    • Multimedia  (1)
  • Faculty Publications  (54)

Show Results For

  • All HBS Web  (364)
    • People  (1)
    • News  (76)
    • Research  (190)
    • Events  (3)
    • Multimedia  (1)
  • Faculty Publications  (54)
← Page 2 of 364 Results →
  • 14 Feb 2005
  • Research & Ideas

Desktop Search and Revenue Streams

kinds of systems we see as being very effective, in that they're not intrusive…and the value you get back far outweighs the expense of clicks," he said. Eisenmann also asked participants if the advertising revenue model will... View Details
Keywords: by Julie Jette
  • 27 May 2021
  • News

Facebook sponsored research paper lambasts Apple's iOS 14.5 privacy

  • 13 Aug 2020
  • Blog Post

The U.S. Job Search for International Students

CPD uses a job search framework to help students think about the job search: “Discover, Source and Pitch”. First, you need to discover what interests you. Then, you need to find opportunities that align with your career interests, and... View Details
  • 12 Aug 2008
  • Op-Ed

Google-Yahoo Ad Deal is Bad for Online Advertising

sponsored search advertising. Industry estimates indicate that Google earns dramatically higher fees for each search.5 By assigning substantial traffic to Google, Yahoo can increase its short-run revenues.6... View Details
Keywords: by Benjamin G. Edelman; Advertising; Advertising
  • September 2014 (Revised June 2017)
  • Case

Google Inc. in 2014

By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to selected competitors. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Digital Marketing; Advertising Industry; Advertising Industry
Citation
Educators
Purchase
Related
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014." Harvard Business School Case 915-004, September 2014. (Revised June 2017.)
  • 03 Feb 2022
  • News

Olympic Sponsors Are Banking on Public Indifference to China's Human Rights Abuses

  • September 2016
  • Article

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Pavel Kireyev, Koen Pauwels and Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard... View Details
Keywords: Internet and the Web; Digital Marketing
Citation
Find at Harvard
Related
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." International Journal of Research in Marketing 33, no. 3 (September 2016): 475–490.
  • 28 Feb 2013
  • Working Paper Summaries

Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising

Keywords: by Pavel Kireyev, Koen Pauwels & Sunil Gupta; Advertising
  • 2013
  • Working Paper

Do Display Ads Influence Search?: Attribution and Dynamics in Online Advertising

By: Sunil Gupta
As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spend by referring to online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online... View Details
Keywords: Internet and the Web; Digital Marketing
Citation
Related
Kireyev, Pavel, Koen Pauwels, and Sunil Gupta. "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising." Harvard Business School Working Paper, No. 13-070, February 2013.
  • January–February 2011
  • Article

Adverse Selection in Online 'Trust' Certifications and Search Results

By: Benjamin Edelman
Widely used online "trust" authorities issue certifications without substantial verification of recipients' actual trustworthiness. This lax approach gives rise to adverse selection: the sites that seek and obtain trust certifications are actually less trustworthy than... View Details
Keywords: Online Advertising; Governing Rules, Regulations, and Reforms; Policy; Safety; Trust; Internet; Search Technology; Web Sites
Citation
Find at Harvard
Read Now
Related
Edelman, Benjamin. "Adverse Selection in Online 'Trust' Certifications and Search Results." Electronic Commerce Research and Applications 10, no. 1 (January–February 2011): 17–25.
  • 03 Dec 2007
  • Research & Ideas

Authenticity over Exaggeration: The New Rule in Advertising

Imagine the glee of marketers at the dawn of the Internet era—could anyone imagine a more sophisticated, precise way of reaching consumers? By tracking the purchasing habits of its prey, marketers could respond with targeted advertising... View Details
Keywords: by Julia Hanna; Advertising; Advertising
  • 13 Feb 2017
  • Research & Ideas

Paid Search Ads Pay Off for Lesser-Known Restaurants

For business executives trying to decide where exactly in the digital realm to invest their advertising dollars, new research indicates that paid search ads on review sites such as Yelp can be a good way to... View Details
Keywords: by Dina Gerdeman; Food & Beverage
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

In 1994, the World Wide Web was not yet a household name. A new company called Yahoo! had just developed a way to look for sites on the Internet—the search engine. HotWired debuted as the first online magazine to carry advertisements.... View Details
Keywords: by Susan Young
  • September 2014
  • Case

Google Inc. in 2014 (Abridged)

By: Benjamin Edelman and Thomas R. Eisenmann
Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic initiatives and the threats they pose to Yahoo, Microsoft, and others. Asks what Google should do next. View Details
Keywords: Search Engines; Google; Online Advertising; Internet and the Web; Network Effects; Business Model; Competition; Advertising Industry; Advertising Industry
Citation
Educators
Purchase
Related
Edelman, Benjamin, and Thomas R. Eisenmann. "Google Inc. in 2014 (Abridged)." Harvard Business School Case 915-005, September 2014.
  • 10 Jun 2016
  • News

Are there better deals than the “Minimum Advertised Price?” More often than you think.

  • 12 Oct 1999
  • Research & Ideas

Media Metamorphosis: Advertising in the Technology Age

In 1998, Internet advertising revenue passed the $1 billion mark, more than double its 1997 level. Indeed, although the Internet entered the media fray barely four years ago, its revenues from national View Details
Keywords: by Peter K. Jacobs; Advertising
  • 27 Sep 2018
  • Working Paper Summaries

Large-Scale Demand Estimation with Search Data

Keywords: by Tomomichi Amano, Andrew Rhodes, and Stephan Seiler; Retail
  • 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
  • Web

Research Links - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 Research Links Trade Cards Trade Catalogs Baker Old Class... View Details
  • 26 Oct 2017
  • Research Event

In an Era of 'Fake News,' What is the Future of Advertising and Publishing?

conference, Carroll had introduced the audience to the term “Ad Tech Duopoly,” which refers to the current dominant twins of the online advertising environment: Facebook and Google. Both have linked user profiles to View Details
Keywords: by Jen Deaderick; Media & Broadcasting; Journalism & News
  • ←
  • 2
  • 3
  • …
  • 18
  • 19
  • →
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.