Title: Predicting advertising volumes: A structural time series approach
Authors: Dewenter, Ralf 
Heimeshoff, Ulrich
Language: eng
Issue Date: 2016
Publisher: düsseldorf university press
Document Type: Working Paper
Journal / Series / Working Paper (HSU): DICE discussion paper
Issue: 228
Publisher Place: Düsseldorf
Media platforms typically operate in a two-sided market, where advertising space serves as a major source of revenues. However, advertising volumes are highly volatile over time and characterized by cyclical behavior. Firms' marketing expenditures in general are far from stable. Due to planning of future issues as well as financial planning, platforms have to forecast the demand for advertising space in their future issues. We use structural time series analysis to predict advertising volumes and compare the results with simple autoregressive models.
Organization Units (connected with the publication): VWL, insb. Industrieökonomik 
URL: http://hdl.handle.net/10419/147005
ISBN: 978-3-86304-227-1
Appears in Collections:Publications of the HSU Researchers

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