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作者
Anthony Dukes,Qihong Liu,Jie Shuai
出处
期刊：Marketing Science
[Institute for Operations Research and the Management Sciences]
日期：2021-12-21
卷期号：41 (3): 528-547
被引量：45
标识
DOI：10.1287/mksc.2021.1324
摘要
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.
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