In calculating the additional revenue for Option #1 (increasing the ad slots from 3 to 4), the case assumes that the fill rates remain the same. Can we assume, however, that there might be a decreased fill rate in response to increasing available ad slots? If the average fill rate is only 33% for the current average of 3 available slots per page, then wouldn't it be fallacious to assume that demand from advertisers would increase when increasing the available slots?
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EY-Parthenon Case: Virtueller Marktplatz
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