Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action

Yu (Jeffrey) Hu, Jiwoong Shin, Zhulei Tang. Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action. Management Science, 62(7):2022-2038, 2016. [doi]

Authors

Yu (Jeffrey) Hu

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Jiwoong Shin

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Zhulei Tang

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