Part 1 · Start here
Who Gets the Advertising Dollar?
If you only read one essay, read this introduction. It contains the complete framework and stands on its own. The remaining essays put that framework to work.
Read the introductionHome / Topic guide
Advertising
Follow the advertising dollar: who receives it, what each participant contributes, and whether the allocation creates economic value.
16 essays · One complete reading path
Advertising Alloconomy
Start with the framework, then follow the dollar through twelve everyday advertising settings.
Continue the series
- Part 2: How the Open Web Divides the DollarOpen-web auctions
- Part 3: How Reserved Advertising Allocates the DollarReservations and deals
- Part 4: How Amazon Allocates the Shopping DollarAmazon Sponsored Products
- Part 5: Who Earns the Brand-Discovery Dollar?Amazon Sponsored Brands
- Part 6: Where Amazon’s Offsite Ad Dollars GoDisplay, DSP, and APS
- Part 7: How Search Allocates the Advertising DollarGoogle Search
- Part 8: How Meta Allocates Attention and Ad SpendInstagram and Meta
- Part 9: How YouTube Shares the Video DollarYouTube and creator shares
- Part 10: How Rewarded Games Divide the Ad DollarRewarded mobile ads
- Part 11: Who Gets the Streaming Ad Dollar?Streaming and selling rights
- Part 12: Who Earns the TV Home-Screen Dollar?TV home screens
- Part 13: How Music and Podcasts Divide the Ad DollarMusic and podcasts
- Part 14: Does the Allocation Create Economic Value?Evidence and economics
- Part 15: The Infrastructure Behind Every AllocationIdentity and infrastructure
- Part 16: Which Intermediaries Earn Their Allocation?Supply paths and the final case
All advertising articles, newest first
The complete archive includes every part of every series.