The 16th edition of the Workshop on the Economics of Advertising and Marketing will be held in Bucharest, Romania on June 30-July 1, 2026. The idea of the workshop is to bring together people doing frontier research on advertising, drawing from empirical IO, quantitative marketing, and economic theory.

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Organizers: Simon Anderson (UVA), Jura Liaukonyte (Cornell), Regis Renault (CY Cergy Paris Université), and Raluca Ursu (New York University).

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​​TENTATIVE PROGRAM
 

Location: Bucharest University of Economic Studies
6 Piata Romana, 1st district, Bucharest, 010374 Romania

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presentation + discussion + Q&A = 40 minutes

(suggested: presentation 30 mins + discussion 10 mins)

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Tuesday, June 30

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9:00 - Registration

 

​9:10 - Welcome Address 

Alina Dima, Vice Rector of Research, Bucharest University of Economic Studies
Stefan Caescu, Vice Dean of Marketing School, Bucharest University of Economic Studies​

 

9:20:-10:40  Session I

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Nils Wernerfelt (Northwestern) – The Consumer Value of Ad Personalization: Evidence from Meta
Discussant: Andrey Simonov (Columbia University)

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Klaus Miller (HEC) - Paying for Privacy: Pay-or-Tracking Walls

Discussant: Clément Bellet (Erasmus)

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10:40-11:00 Coffee Break

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11:00-12:25 Session II​

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Andrey Simonov (Columbia University) – Platform Power in News Aggregation

Discussant: Sridhar Moorthy (Toronto)

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Caio Waisman (Northwestern) – How Do Intermediaries Shape Labor Market Efficiency? An Equilibrium Model and Experimental Evidence

Discussant: Ella Honka (UCLA)​​

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12:25-2:20 Lunch

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2:20-4:15 Session III ​​​

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Maarten Janssen (University of Vienna) – Platform Design and the Digital Cold Start Problem

Discussant: Levent Celik (U of Leicester)

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Marcel Preuss (Cornell) – Algorithmic Attention and Content Creation on Social Media Platforms

Discussant: Dinah Mayzlin (USC)

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Wenhao Li (University of Hong Kong) – Information Provision for Complements or Substitutes

Discussant: Maarten Janssen (University of Vienna)

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5:30-7:00 Walking Tour of Bucharest

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7:00 Conference Dinner
Caru’ cu Bere, Bucharest Old Town

Traditional Romanian fare in a historic landmark.

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Wednesday, July 1 

 

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9:00-10:25 Session I

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Clément Bellet (Erasmus) – Gender Representation and Stereotyping: A New Approach Using the Universe of U.S. TV Ads

Discussant: Ali Goli (Rochester)

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Ali Goli (Rochester) – Long or Short? Personalizing Ad Length and Frequency

Discussant: Caio Waisman (Northwestern)

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10:25-10:45 Coffee Break

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10:45-12:10 Session II

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Garrett Johnson (Boston University) – Can Privacy Technologies Replace Cookies? Ad Revenue in a Field Experiment 

Discussant: Sam Goldberg (Stanford University)

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Sam Goldberg (Stanford University) -  What is Online Privacy Worth? Evidence from an Information Provision Experiment
Discussant: Garrett Johnson (Boston University)

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12:10-2:10 Lunch 

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2:15-3:45 Session III

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Andreea Enache (Stockholm School of Economics) - The Identification of the Impact of Industry-Wide Seasonal Promotion Campaigns on Movie Demand

Discussant: Sylvia Hristakeva (Cornell University) 

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Regis Renault (CY Cergy Paris Université) – Price competition and the content of an entrant’s ad campaign
Discussant: Marcel Preuss (Cornell)

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6:00 Dinner 

Pescarus

Lakeside dining on Lake Herăstrău.

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