Online Display Advertising: Targeting and Obtrusiveness

  title={Online Display Advertising: Targeting and Obtrusiveness},
  author={Avi Goldfarb and Catherine Tucker},
  journal={Mark. Sci.},
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… 

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