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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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Understanding Consumers' Reactance of Online Personalized Advertising: from aPerspective of Negative Effects
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Perceived Personalization, Privacy Concern, e-WOM and Consumers' Click Through Intention in Social Advertising
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Effects of Website Credibility and Brand Trust on Responses to Online Behavioral Advertising
TL;DR: In this article, the effects of brand trust and website credibility on responses to behavioral advertising via privacy concerns are examined using psychological reactance theory. But, the results suggest that while brand trust influences purchase intention, website credibility only exerts modest effects on the dependent variables.
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When Does Retargeting Work? Information Specificity in Online Advertising
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