Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?

@article{Lu2016IsCC,
  title={Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?},
  author={Xianghua Lu and Xia Zhao and Ling Xue},
  journal={ACM Trans. Management Inf. Syst.},
  year={2016},
  volume={7},
  pages={1:1-1:20}
}
Online targeting has been increasingly used to deliver ads to consumers. But discovering how to target the most valuable web visitors and generate a high response rate is still a challenge for advertising intermediaries and advertisers. The purpose of this study is to examine how behavioral targeting (BT) impacts users’ responses to online ads and… CONTINUE READING