Open Access
When Does Retargeting Work? Information Specificity in Online Advertising
Anja Lambrecht,Catherine Tucker +1 more
Reads0
Chats0
TLDR
In this article, the authors use data from a field experiment conducted by an online travel firm to examine whether dynamic retargeted ads are more effective than simply showing generic brand ads.Abstract:
Firms can now offer personalized recommendations to consumers who return to their website, using consumers' previous browsing history on that website. In addition, online advertising has greatly improved in its use of external browsing data to target Internet ads. Dynamic retargeting integrates these two advances by using information from the browsing history on the firm's website to improve advertising content on external websites. When surfing the Internet, consumers who previously viewed products on the firm's website are shown ads with images of those same products. To examine whether this is more effective than simply showing generic brand ads, the authors use data from a field experiment conducted by an online travel firm. Surprisingly, the data suggest that dynamic retargeted ads are, on average, less effective than their generic equivalents. However, when consumers exhibit browsing behavior that suggests their product preferences have evolved (e.g., visiting review websites), dynamic retargeted ad...read more
Citations
More filters
Journal ArticleDOI
Risks inherent in the digital surveillance economy: A research agenda:
Roger Clarke,Roger Clarke +1 more
TL;DR: The digitisation of data about the world relevant to business has given rise to a new phase of digitalisation of business itself as mentioned in this paper, which has also been linked with the notions of "data about people".
Journal ArticleDOI
The Influence of Consumer–Brand Relationship on the Personalized Advertising Privacy Calculus in Social Media
TL;DR: In this paper, the authors examined the role of consumer-brand relationships and social media platform contexts in effective personalized advertising and found that consumers weigh the benefits of personalized brand information against forfeiting privacy by disclosing personal information.
Journal ArticleDOI
Scheduling Content on Social Media: Theory, Evidence and Application
TL;DR: The authors draw from literature on circadian rhythms in information processing capabilities to build a novel theoretical framework on social media content scheduling and explain how scheduling attributes (i.e., time of day, content type, and TCA) affect the link clicks metric.
Journal ArticleDOI
Consumer Responses to Scarcity Appeals in Online Booking
TL;DR: In this article, the authors investigated the joint effects of scarcity appeal type and consumers' sense of power on purchase intention in the online booking context, and found that the demand-framed (vs. supplyframed) scarcity appeal leads to higher purchase intention among consumers with a high sense of bargaining power, whereas such a difference is attenuated among those with a low sense of negotiating power.
Journal ArticleDOI
Trust me if you can – neurophysiological insights on the influence of consumer impulsiveness on trustworthiness evaluations in online settings
TL;DR: In this article, the authors examined how consumer personality trait impulsiveness influences trustworthiness evaluations of online-offers with different trust-assuring and trust-reducing elements by measuring the brain activity of consumers.
References
More filters
Book ChapterDOI
Regression Models and Life-Tables
TL;DR: The analysis of censored failure times is considered in this paper, where the hazard function is taken to be a function of the explanatory variables and unknown regression coefficients multiplied by an arbitrary and unknown function of time.
Journal ArticleDOI
Amazon's Mechanical Turk A New Source of Inexpensive, Yet High-Quality, Data?
TL;DR: Findings indicate that MTurk can be used to obtain high-quality data inexpensively and rapidly and the data obtained are at least as reliable as those obtained via traditional methods.
Journal ArticleDOI
Interaction terms in logit and probit models
Chunrong Ai,Edward C. Norton +1 more
TL;DR: In this article, the authors present the correct way to estimate the magnitude and standard errors of the interaction effect in nonlinear models, which is the same way as in this paper.
Journal Article
Industry Report: Amazon.com Recommendations: Item-to-Item Collaborative Filtering.
TL;DR: This work compares three common approaches to solving the recommendation problem: traditional collaborative filtering, cluster models, and search-based methods, and their algorithm, which is called item-to-item collaborative filtering.
Journal ArticleDOI
Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations
Donna L. Hoffman,Thomas P. Novak +1 more
TL;DR: The authors address the role of marketing in hypermedia computer-mediated environments by considering hypermedia CMEs to be large-scale (i.e., national or global) networked enviro...
Related Papers (5)
When Does Retargeting Work? Information Specificity in Online Advertising
Anja Lambrecht,Catherine Tucker +1 more