Abstract This article discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioral targeting on web and through mobile applications. analyzes extent to which practices RTB are compatible with requirements regarding a legal basis for processin...

Despite the widespread recognition of the importance of creativity in advertising by practitioners and scholars, no systematic research has been conducted to define ad creativity or examine how it relates to ad effectiveness. The present research attempts to fill this gap by reviewing past literature in psychology, marketing and advertising. From this base, a model is developed which defines a ...

In this study, we introduce a new approach to measuring the impact of TV advertising on the demand for consumer goods. We combine three data sources (i.e., store-level scanner data, advertising spending data and advertising tracking data) to assess the impact of advertising on demand. We estimate demand by employing a random coefficient logit model that uses aggregate data, in accordance with B...

Advertising is not only as a tool to increase company sales. Fast development of mass communication tools and added new mediums to advertising media have been introduced the advertising as a key element in the success or failure of a company. Due to the intense competition between companies and the fast growth of markets and changes in consumer behavior, advertising is taken into consideration ...

T study examines coordination issues that occur in allocating spending between advertising and information technology (IT) in electronic retailing. Electronic retailers run the risk of overspending on advertising to attract customers but underspending on IT, thus resulting in inadequate processing capacity at the firm’s website. In this paper, we present a centralized, joint marketing-IT model ...

Online tracking technologies have raised considerable concerns regarding privacy and the protection of personal data of users. In order to help users to regain control over their personal data, Europe has amended its ePrivacy directive towards an opt-in regime. There are however many open questions concerning its implementation, especially regarding the issue of informed consent. This paper exp...

the aim of this study was to describe and determine the relationship between satisfaction and customer loyalty and word of mouth advertising in zanjan bodybuilding clubs. the population of this study included all customers of bodybuilding clubs in zanjan city who had at least one year of physical activities in these clubs. 280 customers were randomly selected from bodybuilding clubs and data of...

As a form of advertising, viral video (VV) advertising is distinct in that its communication medium is the social connections between individuals instead of formal media. After viewing VV advertising, people are engaged in two independent but interrelated processes, i.e., video sharing and embedded brand information processing. Previous research has not examined the interaction between the two ...