Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel

@article{Todri2020TradeOffsIO,
  title={Trade-Offs in Online Advertising: Advertising Effectiveness and Annoyance Dynamics Across the Purchase Funnel},
  author={Vilma Todri and Anindya Ghose and Param Vir Singh},
  journal={Inf. Syst. Res.},
  year={2020},
  volume={31},
  pages={102-125}
}
Digital advertisers often harness technology-enabled advertising-scheduling strategies, such as ad repetition at the individual consumer level, in order to improve advertising effectiveness. However, such strategies might elicit annoyance in consumers as indicated by anecdotal evidence, such as the popularity of ad-blocking technologies. Our study captures this trade-off between effective and annoying display advertising. We propose a hidden Markov model that allows us to investigate both the… 

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