Online Advertising: Heterogeneity and Conflation in Market Design

The past decade has seen the explosive emergence of online advertising as a major source of revenue for Internet publishers. Analyses of this phenomenon are mostly conducted in the sway of Google’s hugely successful search advertising program. In the early days of the Internet, before Google, virtually all advertising revenues were related to simple display ads. Yet by 2008 search advertising accounted for over $10.5 billion of the $23.4 billion in total online advertising, and pundits were forecasting continued growth at rates of 12 percent per year over the next five years.