Targeted advertising and advertising avoidance
研究了企业定向广告能力增强时，消费者使用广告回避工具对市场结果的影响，发现企业受益但消费者未必，且均衡中广告屏蔽可能不足。
I examine how the increasing ability of firms to target their ads influences market outcomes when consumers have access to advertising‐avoidance tools. Although firms generally benefit from improved targeting, consumers need not. I also show that there may be too little blocking of ads in equilibrium and consider the role of targeted advertising when niche firms compete against mass‐market firms.