The DOI matches its Crossref record; 6 of the 6 references it cites were found in a registry or an index.
Online Display Advertising: Targeting and Obtrusiveness
Open accessAbstract
We use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad's obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent than ads that do only one or the other. This failure appears to be related to privacy concerns: the negative effect of combining targeting with obtrusiveness is strongest for people who refuse to give their income and for categories where privacy matters most. Our results suggest a possible explanation for the growing bifurcation in Internet advertising between highly targeted plain text ads and more visually striking but less targeted ads.
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Cites
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Cited by
Goldfarb, A., & Tucker, C. (2019) · Journal of Economic Literature · doi:10.1257/jel.20171452 · Cited by 2,744
Self-citationPrivacy and human behavior in the age of information
Acquisti, A., Brandimarte, L., & Loewenstein, G. (2015) · Science · doi:10.1126/science.aaa1465 · Cited by 1,879
Digital marketing: a framework, review, and research agenda
Kannan, P. K., & Li, H. “. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.006 · Cited by 1,707
The role of data privacy in marketing
Martin, K. D., & Murphy, P. E. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-016-0495-4 · Cited by 902
Aguirre, E., Mahr, D., Grewal, D., de Ruyter, K., & Wetzels, M. (2015) · Journal of Retailing · doi:10.1016/j.jretai.2014.09.005 · Cited by 868
Metadata
- Authors
- Goldfarb, A., & Tucker, C.
- Venue
- Marketing Science
- Published
- 2011-05
- Volume
- 30
- Issue
- 3
- Pages
- 389-404
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2088640816
- Cited by
- 815
- References
- 6
- FWCI
- 106.09
- Type
- journal article
- Language
- en
- Open access
- green
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Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
