Too close for comfort: a study of the effectiveness and acceptability of rich-media personalized advertising

@inproceedings{Malheiros2012TooCF,
  title={Too close for comfort: a study of the effectiveness and acceptability of rich-media personalized advertising},
  author={Miguel Malheiros and Charlene Jennett and Snehalee Patel and Sacha Brostoff and M. Angela Sasse},
  booktitle={CHI},
  year={2012}
}
Online display advertising is predicted to make $29.53 billion this year. Advertisers believe targeted and personalized ads to be more effective, but many users are concerned about their privacy. We conducted a study where 30 participants completed a simulated holiday booking task; each page showing ads with different degrees of personalization. Participants fixated twice as long when ads contained their photo. Participants reported being more likely to notice ads with their photo, holiday… CONTINUE READING
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