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Computers in Human Behavior Reports, 2022 Online native advertising is increasingly targeted based on people's online behavior. This study examines the effects of online behaviorally targeted native advertising on ad and brand responses. In addition, it tests two competing explanatory mechanisms
Eva A. van Reijmersdal +2 more
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Management Science, 2011 This chapter explores what makes online advertising different from traditional advertising channels. We argue that online advertising differs from traditional advertising channels in two important ways: measurability and targetability. Measurability is higher because the digital nature of online advertising means that responses to ads can be tracked ...
Avi Goldfarb, Catherine Tucker
+13 more sources
REMARKS ABOUT ONLINE ADVERTISING - A QUALITATIVE RESEARCH AMONG ROMANIAN PROFESSIONALS [PDF]
Annals of the University of Oradea: Economic Science, 2015 In the online environment, the users have more control regarding what they want to see and this affects the advertising they are exposed to (due to the profiles created by the websites they have visited).
Acatrinei Carmen
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IMPACT OF HUMOROUS NARRATIVE ONLINE ADVERTISING ON ATTITUDE TOWARD ADVERTISING: THE MODERATING ROLE OF ADs INVOLVEMENT [PDF]
Business Excellence and Management, 2022 Advertising is one way for a business to reach more buyers. Utilizing stories in advertisements as an effective marketing communication tool for engaging audience emotions and building a strong relationship between brands and consumers. Through narrative
Nindria UNTARINI +4 more
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Analyzing Online Political Advertisements [PDF]
Findings of the Association for Computational Linguistics: ACL-IJCNLP 2021, 2021 Accepted at ACL Findings ...
Sanchez Villegas, D. +2 more
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Intermediaries in the Online Advertising Market [PDF]
Marketing Science, 2021 We analyze the ad tech market, investigating an intermediary’s choice to disclose information to advertisers in auctions and publishers’ outsourcing decisions.
D’annunzio, Anna, Russo, Antonio
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HortScience, 2021 Online advertising is becoming a mainstay business practice to reach firms’ customer bases. Yet, the adoption and use of online advertising in the green industry are topics that have not been adequately researched.
Ariana P. Torres +4 more
doaj +1 more source
MedienPädagogik: Zeitschrift für Theorie und Praxis der Medienbildung, 2021 Advertising is ubiquitous in children's everyday life – and on the Internet. The manifestations of online advertising are not only diverse but also very dynamic, increasingly personalised and therefore challenging for young online users in multiple ...
Claudia Lampert +2 more
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Prediction of Online Video Advertising Inventory Based on TV Programs: A Deep Learning Approach
IEEE Access, 2021 With the recent spread of digital content, patterns of media viewing have changed. This is especially true for programs formerly watched on TV but are now increasingly viewed through online videos.
So-Hyun Lee +2 more
doaj +1 more source
Online Advertising and Privacy [PDF]
SSRN Electronic Journal, 2012 An online platform auctions an advertising slot. Several advertisers compete in the auction, and consumers differ in their preferences. Prior to the auction, the platform decides whether to allow advertisers to access information about consumers (disclosure) or not (privacy). Disclosure improves the match between advertisers and consumers but increases
Cornière, Alexandre de, De Nijs, Romain
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