The online behavioural advertising icon: Two user studies

Authors
Publication date 2013
Host editors
  • S. Rosengren
  • M. DahlĂ©n
  • S. Okazaki
Book title Advances in advertising research (Vol. IV): The changing roles of advertising
ISBN
  • 9783658023645
Event 11th ICORIA (International Conference on Research in Advertising)
Pages (from-to) 365-378
Publisher Wiesbaden: Springer Gabler
Organisations
  • Faculty of Social and Behavioural Sciences (FMG) - Amsterdam School of Communication Research (ASCoR)
Abstract New Internet technologies provide the possibility of automated tracking of consumers’ Internet behaviour. Such tracking is used to create user profiles for the purpose of displaying advertisements that fit the interest of these individuals (e.g., Goldfarb and Tucker 2011; McDonald and Cranor 2010). Confident in the success of such targeted ads, businesses invested heavily in online targeted advertising and this spending is expected to increase.
Document type Conference contribution
Language English
Published at https://doi.org/10.1007/978-3-658-02365-2_28
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