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
Digital marketing: A framework, review and research agenda
P.K. Kannan,Hongshuang Li +1 more
TL;DR: In this article, the authors present a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in marketing strategy process where digital technologies are having and will have a significant impact.
Journal ArticleDOI
The Economics of Privacy
TL;DR: The authors summarizes and draws connections among diverse streams of theoretical and empirical research on the economics of privacy, focusing on the economic value and consequences of protecting and disclosing personal information, and on consumers' understanding and decisions regarding the tradeoffs associated with the privacy and the sharing of personal data.
Journal ArticleDOI
A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Cait Lamberton,Andrew T. Stephen +1 more
TL;DR: In this paper, the authors track the changes in scholarly researchers' perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015, and identify key themes emerging in five-year time frames during this period.
Journal ArticleDOI
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
Rajeev Batra,Kevin Lane Keller +1 more
TL;DR: With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a top-down communications optimization model.
Journal ArticleDOI
The role of digital and social media marketing in consumer behavior
TL;DR: In this article, a review of consumer digital culture, responses to digital advertising, effects of digital environments on consumer behavior, mobile environments, and online word of mouth (WOM) is presented.
References
More filters
Journal ArticleDOI
Constructing Stable Preferences: A Look Into Dimensions of Experience and Their Impact on Preference Stability
Steve Hoeffler,Dan Ariely +1 more
TL;DR: This paper investigated the impact of several dimensions of experience (effort, choice, and experience) on preference stability and found that the type of experience and its corresponding effort had a large impact on the process of preference development.
Proceedings ArticleDOI
Large-scale behavioral targeting
Ye Chen,Dmitry Pavlov,John Canny +2 more
TL;DR: This work designed and implemented a highly scalable and efficient solution to behavioral targeting using Hadoop MapReduce framework, and believes that this work makes significant contributions to solving large-scale machine learning problems of industrial relevance in general.
Posted Content
Does Uncertainty Matter? Consumer Behaviour Under Three-Part Tariffs
TL;DR: In this article, the authors developed a discrete/continuous model of choice among three-part tariffs and estimate it using consumer-level data on Internet usage, showing that demand uncertainty is a key driver of choice.
Journal ArticleDOI
The Proportional Hazard Model for Purchase Timing
TL;DR: A causespecific, competing-risks PHM is shown to outperform the traditional discrete-time PHM, and evidence for substantial unobserved heterogeneity in the data is found, both in the parameters of marketing variables and in the baseline hazards.
Proceedings Article
The Effects of Self-Construal and Perceived Control on Privacy Concerns
TL;DR: This paper proposes a framework linking three mechanisms (privacy-enhancing technology, industry self-regulation, and government legislation) to privacy concerns through the mediating effects of perceived control the moderating role of selfconstrual and finds that people who value independent-self prefer personal control through technology-based mechanisms.
Related Papers (5)
When Does Retargeting Work? Information Specificity in Online Advertising
Anja Lambrecht,Catherine Tucker +1 more