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When Does Retargeting Work? Information Specificity in Online Advertising
Anja Lambrecht,Catherine Tucker +1 more
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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
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The Role of Internet Marketing in the Development of Agricultural Industry: A Case Study of China
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An Experimental Investigation of the Effects of Retargeted Advertising: The Role of Frequency and Timing
TL;DR: In collaboration with an online seller of home-improvement products, the authors conduct a large-scale randomized field experiment to study the effects of retargeted advertising, a form of internet advertising that targets specific consumers with a specific brand.
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No trespassing: exploring privacy boundaries in personalized advertisement and its effects on ad attitude and purchase intentions on social media
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Field Experiments in Marketing
TL;DR: The requirements to publish a field experiment paper in the marketing literature are reviewed and topics that remain relatively understudied are identified, including several papers that use field experiments to provide model-free validation of optimization models.
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When Does Retargeting Work? Information Specificity in Online Advertising
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