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Anthony Dukes studies marketing intermediaries - the businesses that connect marketers to their customers - such as retailers, e-commerce platforms, and commercial content sites. Professor Dukes’ research appears regularly in leading academic journals such as Journal of Marketing Research, Management Science, and Marketing Science. He teaches graduate classes in pricing and in marketing analytics. He is Co-Director (with Danny Sokol) of the Initiative on Digital Competition and senior editor at the journal Marketing Science.
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INSIGHT + ANALYSIS
Quoted: Anthony Dukes in the Los Angeles Times
DUKES, professor of marketing, offers his thoughts on how Amazon's rollout of a new Prime promotion came to be and the potential upside for consumers.
NEWS + EVENTS
Webinar: How Do Business, Law, and Regulation Impact AI Engineering Researchers: Possible Collaboration and Complementarities
Top Honor for Marshall Marketing Scholar
Deborah MacInnis named an American Marketing Association Fellow.
Marshall Researcher Honored by Marketing Science Institute
Yanhao “Max” Wei named a 2021 MSI Young Scholar.
RESEARCH + PUBLICATIONS
The skippable ad format, commonly used by online content platforms, requires viewers to see a portion of an advertiser's message before having the option to skip directly to the intended content and avoid viewing the entire ad. Under what conditions do viewers forego this option and what are its implications for advertisers and the platform? We develop a dynamic model of a viewer receiving incremental information from the advertiser. This model identifies conditions under which the viewer (i) skips the ad or (ii) engages with the advertiser. Our model incorporates the advertising market and assess implications of skippable ads on the platform's profit and advertisers' surplus. Relative to the traditional ad format, we find that there are unambiguously more advertisements and viewers on the platform with skippable ads. Under reasonable conditions, theskippable ad format is a strict Pareto improvement, which raises the surplus of dvertisers and the profit of the platform. The source of the additional surplus is that skippable ads allow the viewers to use private information about the advertiser to make more efficient decisions about their ad viewing choices.