EXPERTISE

Advertising, Competitions & Markets, Marketing Analytics, Marketing Experiments, Marketing ROI, Privacy & Regulation, Technology and AI

I study marketing and economics of media markets, with a particular focus on digital markets. Digital media markets are at the heart of the current digital marketing strategy, fueling the rapidly growing expenditures on online advertising. Yet, media markets are important beyond advertising and the field of marketing, since media serves the vital role of informing citizens in democracies and autocracies alike. This broad importance of media underscores the cross-disciplinary nature of my work, bridging marketing, economics, and political science. In terms of methods, my work is largely empirical but crosses traditional boundaries as well. The methods I use range from large-scale field experiments to reduced-form and structural estimation to eye-tracking “lab-in-the-field” studies. I have studied large-scale advertising experiments at Microsoft Research, focusing on search advertising on Bing. As a result of this work (also published in Marketing Science) focusing on thousands of brands, the company got insights into competition on brand search queries (e.g. a search for keywords like "Expedia"), allowing them to make decisions about auction parameters and format of ads on brand searches. I am happy to collaborate in different formats that focus on research and solving companies' problems, e.g. research collaboration, consulting, etc. Ideally, a project can help both the firm and converge into a research project.