{"id":"https://openalex.org/W3122339471","doi":"https://doi.org/10.2753/mis0742-1222290106","title":"Vertical Differentiation and a Comparison of Online Advertising Models","display_name":"Vertical Differentiation and a Comparison of Online Advertising Models","publication_year":2012,"publication_date":"2012-07-01","ids":{"openalex":"https://openalex.org/W3122339471","doi":"https://doi.org/10.2753/mis0742-1222290106","mag":"3122339471"},"language":"en","primary_location":{"id":"doi:10.2753/mis0742-1222290106","is_oa":false,"landing_page_url":"https://doi.org/10.2753/mis0742-1222290106","pdf_url":null,"source":{"id":"https://openalex.org/S9954729","display_name":"Journal of Management Information Systems","issn_l":"0742-1222","issn":["0742-1222","1557-928X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Management Information Systems","raw_type":"journal-article"},"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5069596999","display_name":"Mei Lin","orcid":"https://orcid.org/0000-0001-6915-5594"},"institutions":[{"id":"https://openalex.org/I889458895","display_name":"University of Hong Kong","ror":"https://ror.org/02zhqgq86","country_code":"HK","type":"education","lineage":["https://openalex.org/I889458895"]}],"countries":["HK"],"is_corresponding":false,"raw_author_name":"Mei Lin","raw_affiliation_strings":["a School of Business, University of Hong Kong","School of Business, University of Hong Kong"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"a School of Business, University of Hong Kong","institution_ids":["https://openalex.org/I889458895"]},{"raw_affiliation_string":"School of Business, University of Hong Kong","institution_ids":["https://openalex.org/I889458895"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5035902606","display_name":"Xuqing Ke","orcid":null},"institutions":[{"id":"https://openalex.org/I86519309","display_name":"The University of Texas at Austin","ror":"https://ror.org/00hj54h04","country_code":"US","type":"education","lineage":["https://openalex.org/I86519309"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Xuqing Ke","raw_affiliation_strings":["b Department of Economics, University of Texas at Austin","Department of Economics, University of Texas at Austin"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"b Department of Economics, University of Texas at Austin","institution_ids":["https://openalex.org/I86519309"]},{"raw_affiliation_string":"Department of Economics, University of Texas at Austin","institution_ids":["https://openalex.org/I86519309"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5102970054","display_name":"Andrew B. Whinston","orcid":"https://orcid.org/0000-0002-7371-8991"},"institutions":[{"id":"https://openalex.org/I86519309","display_name":"The University of Texas at Austin","ror":"https://ror.org/00hj54h04","country_code":"US","type":"education","lineage":["https://openalex.org/I86519309"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Andrew B. Whinston","raw_affiliation_strings":["c Information, Risk, and Operation Management Department at the McCombs School of Business, University of Texas at Austin","Information, Risk, and Operation Management Department at the McCombs School of Business, University of Texas at Austin"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"c Information, Risk, and Operation Management Department at the McCombs School of Business, University of Texas at Austin","institution_ids":["https://openalex.org/I86519309"]},{"raw_affiliation_string":"Information, Risk, and Operation Management Department at the McCombs School of Business, University of Texas at Austin","institution_ids":["https://openalex.org/I86519309"]}]}],"institutions":[],"countries_distinct_count":2,"institutions_distinct_count":2,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.2252,"has_fulltext":false,"cited_by_count":57,"citation_normalized_percentile":{"value":0.94968337,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":99},"biblio":{"volume":"29","issue":"1","first_page":"195","last_page":"236"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9995999932289124,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9995999932289124,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11437","display_name":"Digital Platforms and Economics","score":0.9991000294685364,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11043","display_name":"Merger and Competition Analysis","score":0.9955999851226807,"subfield":{"id":"https://openalex.org/subfields/2002","display_name":"Economics and Econometrics"},"field":{"id":"https://openalex.org/fields/20","display_name":"Economics, Econometrics and Finance"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/advertising","display_name":"Advertising","score":0.4972710907459259},{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.49003756046295166},{"id":"https://openalex.org/keywords/business","display_name":"Business","score":0.2907135486602783}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.4972710907459259},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.49003756046295166},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2907135486602783}],"mesh":[],"locations_count":3,"locations":[{"id":"doi:10.2753/mis0742-1222290106","is_oa":false,"landing_page_url":"https://doi.org/10.2753/mis0742-1222290106","pdf_url":null,"source":{"id":"https://openalex.org/S9954729","display_name":"Journal of Management Information Systems","issn_l":"0742-1222","issn":["0742-1222","1557-928X"],"is_oa":false,"is_in_doaj":false,"is_core":true,"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Management Information Systems","raw_type":"journal-article"},{"id":"pmh:oai:ink.library.smu.edu.sg:sis_research-2715","is_oa":false,"landing_page_url":"https://ink.library.smu.edu.sg/sis_research/1716","pdf_url":null,"source":{"id":"https://openalex.org/S4306401925","display_name":"Singapore Management University Institutional Knowledge (InK) (Singapore Management University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I79891267","host_organization_name":"Singapore Management University","host_organization_lineage":["https://openalex.org/I79891267"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"https://doi.org/10.2753/MIS0742-1222290106","raw_type":"Journal Article"},{"id":"pmh:oai:hub.hku.hk:10722/160025","is_oa":false,"landing_page_url":"http://hdl.handle.net/10722/160025","pdf_url":null,"source":{"id":"https://openalex.org/S4377196271","display_name":"The HKU Scholars Hub (University of Hong Kong)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"host_organization":"https://openalex.org/I889458895","host_organization_name":"University of Hong Kong","host_organization_lineage":["https://openalex.org/I889458895"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"Article"}],"best_oa_location":null,"sustainable_development_goals":[],"awards":[],"funders":[],"has_content":{"grobid_xml":false,"pdf":false},"content_urls":null,"referenced_works_count":31,"referenced_works":["https://openalex.org/W1589811976","https://openalex.org/W1602436075","https://openalex.org/W1964677855","https://openalex.org/W1978339014","https://openalex.org/W1995825800","https://openalex.org/W2008975493","https://openalex.org/W2023067240","https://openalex.org/W2042408571","https://openalex.org/W2074995298","https://openalex.org/W2079884647","https://openalex.org/W2081031629","https://openalex.org/W2085225290","https://openalex.org/W2104852617","https://openalex.org/W2108749961","https://openalex.org/W2119406282","https://openalex.org/W2126179901","https://openalex.org/W2134901430","https://openalex.org/W2135308468","https://openalex.org/W2138424453","https://openalex.org/W2143843024","https://openalex.org/W2147500650","https://openalex.org/W2149158748","https://openalex.org/W2152914657","https://openalex.org/W2158465044","https://openalex.org/W3021909905","https://openalex.org/W3122606698","https://openalex.org/W3123099142","https://openalex.org/W3123558988","https://openalex.org/W3123656117","https://openalex.org/W3125833157","https://openalex.org/W6670597999"],"related_works":["https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W2358668433","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W2382290278","https://openalex.org/W2478288626","https://openalex.org/W4391913857","https://openalex.org/W2350741829","https://openalex.org/W2530322880"],"abstract_inverted_index":{"Designing":[0],"business":[1,29],"models":[2],"that":[3,116],"take":[4],"into":[5],"consideration":[6],"the":[7,15,25,78,89,106,142,147,153],"role":[8,154],"of":[9,17,27,68,92,155],"advertising":[10,156],"support":[11],"is":[12,77,110],"critical":[13],"to":[14,42,124],"success":[16],"online":[18,54,167],"services.":[19,70,168],"In":[20,95],"this":[21],"paper,":[22],"we":[23,114],"address":[24],"challenges":[26],"these":[28,69],"model":[30,43,144],"strategies":[31],"and":[32,49,74,132,161],"compare":[33],"different":[34],"ad":[35,85,107,119],"revenue":[36,108,120],"models.":[37],"We":[38],"use":[39],"game":[40],"theory":[41],"vertical":[44,93,159],"differentiation":[45,160],"in":[46,52,141,146,158],"both":[47,72,103,130],"monopoly":[48,131],"duopoly":[50,97,133],"settings,":[51,134],"which":[53],"service":[55,126],"providers":[56],"may":[57,122],"offer":[58,162],"an":[59,62],"ad-free":[60,73],"service,":[61,64],"ad-supported":[63,75],"or":[65],"a":[66,82,96,117],"combination":[67],"Offering":[71],"services":[76,104],"optimal":[79],"strategy":[80],"for":[81,88,165],"monopolist":[83],"because":[84],"revenues":[86,157],"compensate":[87],"cannibalistic":[90],"effect":[91],"differentiation.":[94],"equilibrium,":[98],"exactly":[99],"one":[100],"firm":[101],"offers":[102],"when":[105],"rate":[109,121],"sufficiently":[111],"high.":[112],"Furthermore,":[113],"find":[115],"higher":[118],"lead":[123],"lower":[125],"prices.":[127],"Consistently":[128],"across":[129],"such":[135],"price":[136],"reductions":[137],"are":[138],"more":[139],"severe":[140],"cost-per-thousand-impressions":[143],"than":[145],"cost-per-click":[148],"model.":[149],"Our":[150],"findings":[151],"emphasize":[152],"strategic":[163],"guidance":[164],"monetizing":[166]},"counts_by_year":[{"year":2026,"cited_by_count":1},{"year":2025,"cited_by_count":6},{"year":2024,"cited_by_count":2},{"year":2023,"cited_by_count":6},{"year":2022,"cited_by_count":5},{"year":2021,"cited_by_count":5},{"year":2020,"cited_by_count":2},{"year":2019,"cited_by_count":5},{"year":2018,"cited_by_count":3},{"year":2017,"cited_by_count":4},{"year":2016,"cited_by_count":9},{"year":2015,"cited_by_count":5},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":2},{"year":2012,"cited_by_count":1}],"updated_date":"2026-08-15T07:11:24.734988","created_date":"2025-10-10T00:00:00"}
