Kinshuk Jerath specializes in technology-enabled marketing, primarily in online advertising, retailing, and customer management. Professor Jerath’s research has evaluated a range of strategic online advertising practices in both sponsored search advertising and display advertising, including keyword management, poaching, and exclusive placement. He has also analyzed how privacy regulations in the online advertising ecosystem affect stakeholders, such as advertisers, publishers, and consumers.
Professor Jerath’s research on retailing has contributed to the understanding of agency selling in online retailing marketplaces, as well as the associated behaviors of third-party sellers, advertisers, and platform owners. In his work on customer management, Professor Jerath has developed analytical methods to estimate customer lifetime value for online and traditional retailers.
Professor Jerath has served as an expert on online advertising and retailing, and provided expert testimony in deposition and at trial. Outside of litigation, he has consulted to Fortune 500 companies on online marketing.
Professor Jerath’s work has been published in books, as well as articles in leading journals, including Marketing Science, Management Science, the Journal of Marketing Research, and the Journal of Interactive Marketing. He also serves on several editorial boards. Professor Jerath speaks widely on subjects related to online advertising and retailing marketplaces, and has presented to universities and corporations in the United States, United Kingdom, Europe, and Hong Kong.
At Columbia Business School, Professor Jerath teaches courses on digital marketing and customer valuation and management. Previously, he served on the faculty of the Tepper School of Business at Carnegie Mellon University.