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Platform Siphoning: Ad-Avoidance and Media Content

Author: Simon P Anderson; Joshua Gans
Publisher: London : Centre for Economic Policy Research, Mar. 2010.
Series: CEPR discussion paper, no. 7729; Discussion papers, no. 7729.
Edition/Format:   Book : Document   Computer File : EnglishView all editions and formats
Database:WorldCat
Summary:
Content providers rely on advertisers to pay for content. TiVo, remote controls, and pop-up ad blockers are examples of ad-avoidance technologies that allow consumers to view content without ads, and thereby siphon off the content without paying the 'price.' We examine the content provider's reaction to such technologies, demonstrating that their adoption increases advertising clutter (leading to a potential  Read more...
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Details

Additional Physical Format: Platform siphoning: ad-avoidance and media content
(NL-LeOCL)326503161
Material Type: Document
Document Type: Book, Computer File
All Authors / Contributors: Simon P Anderson; Joshua Gans
OCLC Number: 546865804
Notes: Industrial organization.
Description: 1 online resource (Text.)
Series Title: CEPR discussion paper, no. 7729; Discussion papers, no. 7729.
Other Titles: Platform Siphoning
Responsibility: Simon P. Anderson, Joshua Gans.

Abstract:

Content providers rely on advertisers to pay for content. TiVo, remote controls, and pop-up ad blockers are examples of ad-avoidance technologies that allow consumers to view content without ads, and thereby siphon off the content without paying the 'price.' We examine the content provider's reaction to such technologies, demonstrating that their adoption increases advertising clutter (leading to a potential downward spiral), may reduce total welfare and content quality, and can lead to more mass-market content. We cast doubt on the profitability of using subscriptions to counter the impact of ad-avoidance.

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