When Does Retargeting Work? Information Specificity in Online Advertising
Firms can now offer personalized recommendations to consumers who return to their website, using consumers' previous browsing history on that website. In addition, online advertising has greatly improved in its use of external browsing data to target Internet ads. Dynamic retargeting integrates...
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| Format: | Article |
| Language: | en_US |
| Published: |
American Marketing Association
2014
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| Online Access: | http://hdl.handle.net/1721.1/88160 https://orcid.org/0000-0002-1847-4832 |