7 citations · 12 across the 5 of their papers we have counts for
3 papers · 1 filter
How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness
Christina Uhl, Nadia Abou Nabout, Klaus Miller
A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is…
A De-biased Direct Question Approach to Measuring Consumers' Willingness to Pay
Reto Hofstetter, Klaus M. Miller, Harley Krohmer +1
Knowledge of consumers' willingness to pay (WTP) is a prerequisite to profitable price-setting. To gauge consumers' WTP, practitioners often rely on a direct single question approa…
How Does the Adoption of Ad Blockers Affect News Consumption?
Shunyao Yan, Klaus M. Miller, Bernd Skiera
Ad blockers allow users to browse websites without viewing ads. Online news providers that rely on advertising revenue tend to perceive users adoption of ad blockers purely as a th…