Skippable Ads: Interactive Advertising on Digital Media Platforms

The growth of YouTube and other digital content platforms in the prior decade may have been aided by their utilization of the skippable ad format, but as that growth tapers, this format may become less valuable to their ad revenue.

• 저널Marketing Science · 41(3) · 528–547
• 토픽Digital Platforms and Economics · Strategy and Management
• DOI10.1287/mksc.2021.1324
• 저자Anthony Dukes, Qihong Liu, Jie Shuai