Privacy regulation and online advertising / Avi Goldfarb in Management science, Vol. 57 N° 1 (Janvier 2011)  

Public ISBD [article]  inManagement science > Vol. 57 N° 1 (Janvier 2011) . - pp. 57-71 Titre : Privacy regulation and online advertising Type de document : texte imprimé Auteurs : Avi Goldfarb, Auteur ; Catherine E. Tucker, Auteur Année de publication : 2011 Article en page(s) : pp. 57-71 Note générale : Management Langues : Anglais (eng) Mots-clés : Privacy Online advertising Targeting Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union (EU) has influenced advertising effectiveness. This privacy regulation restricted advertisers' ability to collect data on Web users in order to target ad campaigns. We find that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries. The loss in effectiveness was more pronounced for websites that had general content (such as news sites), where non-data-driven targeting is particularly hard to do. The loss of effectiveness was also more pronounced for ads with a smaller presence on the webpage and for ads that did not have additional interactive, video, or audio features. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/1/57 [article] Privacy regulation and online advertising [texte imprimé] / Avi Goldfarb, Auteur ; Catherine E. Tucker, Auteur . - 2011 . - pp. 57-71. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 1 (Janvier 2011) . - pp. 57-71 Mots-clés : Privacy Online advertising Targeting Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : Advertisers use online customer data to target their marketing appeals. This has heightened consumers' privacy concerns, leading governments to pass laws designed to protect consumer privacy by restricting the use of data and by restricting online tracking techniques used by websites. We use the responses of 3.3 million survey takers who had been randomly exposed to 9,596 online display (banner) advertising campaigns to explore how privacy regulation in the European Union (EU) has influenced advertising effectiveness. This privacy regulation restricted advertisers' ability to collect data on Web users in order to target ad campaigns. We find that, on average, display advertising became far less effective at changing stated purchase intent after the EU laws were enacted, relative to display advertising in other countries. The loss in effectiveness was more pronounced for websites that had general content (such as news sites), where non-data-driven targeting is particularly hard to do. The loss of effectiveness was also more pronounced for ads with a smaller presence on the webpage and for ads that did not have additional interactive, video, or audio features. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/1/57

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Search engine advertising / Avi Goldfarb in Management science, Vol. 57 N° 3 (Mars 2011)  

Public ISBD [article]  inManagement science > Vol. 57 N° 3 (Mars 2011) . - pp. 458-470 Titre : Search engine advertising : Channel substitution when pricing ads to context Type de document : texte imprimé Auteurs : Avi Goldfarb, Auteur ; Catherine Tucker, Auteur Année de publication : 2011 Article en page(s) : pp. 458-470 Note générale : Management Langues : Anglais (eng) Mots-clés : Advertising and media Information systems IT policy management Electronic commerce Search engine advertising Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/458 [article] Search engine advertising : Channel substitution when pricing ads to context [texte imprimé] / Avi Goldfarb, Auteur ; Catherine Tucker, Auteur . - 2011 . - pp. 458-470. Management Langues : Anglais (eng) in Management science > Vol. 57 N° 3 (Mars 2011) . - pp. 458-470 Mots-clés : Advertising and media Information systems IT policy management Electronic commerce Search engine advertising Index. décimale : 658 Organisation des entreprises. Techniques du commerce Résumé : We explore substitution patterns across advertising platforms. Using data on the advertising prices paid by lawyers for 139 Google search terms in 195 locations, we exploit a natural experiment in "ambulance-chaser" regulations across states. When lawyers cannot contact clients by mail, advertising prices per click for search engine advertisements are 5%–7% higher. Therefore, online advertising substitutes for offline advertising. This substitution toward online advertising is strongest in markets with fewer customers, suggesting that the relationship between the online and offline media is mediated by the marketers' need to target their communications. DEWEY : 658 ISSN : 0025-1909 En ligne : http://mansci.journal.informs.org/cgi/content/abstract/57/3/458

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