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Questions and Answers
Which of the following is true about the auction platform used by the seller to sell the viewer's attention to advertisers?
Which of the following is true about the auction platform used by the seller to sell the viewer's attention to advertisers?
- The viewer is the seller in the auction.
- The seller uses the auction platform to sell the viewer's attention to advertisers. (correct)
- The seller is the object of the auction.
- The seller uses the auction platform to sell the viewer's products to advertisers.
What factors contribute to the heterogeneity of viewers in internet advertising?
What factors contribute to the heterogeneity of viewers in internet advertising?
- Their geographic location only
- Their demographic characteristics, preferences, shopping behavior, and browsing history (correct)
- Their income only
- Their age only
Why has internet advertising moved toward targeted advertising?
Why has internet advertising moved toward targeted advertising?
- To decrease the heterogeneity of viewers and advertisers.
- To increase the heterogeneity of viewers and advertisers.
- To increase the social efficiency in the match formation between viewer and advertiser. (correct)
- To decrease the social efficiency in the match formation between viewer and advertiser.
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