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Monetizing the Internet: The State of e-Commerce and Online Advertising
Even as economic recovery takes place in fits and starts, U.S. e-Commerce continues to grow, with $142 billion of retail sales shifting to online in 2010. The year represented a watershed for online sales, with over $1B sold on the single day of Cyber Monday. As this trend continues, the underlying dynamics are shifting. Local/group-buying and flash sales along with mobile information gathering by consumers and increased spending by marketers on Internet advertising are emerging trends, creating new challenges and opportunities for companies in optimizing channels and advertising dollars as online and offline sales become increasingly synergistic. This session explores the e-commerce and digital advertising landscapes using recent data so that researchers can understand and act on key issues in the digital space.