W use data from a large-scale field experiment to explore what influences the effectiveness of online advertising. We find that matching an ad to website content and increasing an ad’s obtrusiveness independently increase purchase intent. However, in combination, these two strategies are ineffective. Ads that match both website content and are obtrusive do worse at increasing purchase intent th...

Online Behavioural Advertising (OBA), the practice of showing advertisements based on a person’s web browsing behaviour, has become a vital component of the ad-supported web. The tracking of users’ browsing behaviour that is needed for OBA, however, raises privacy concerns. We give an overview of the OBA landscape, and describe which user information is collected, which techniques are used to p...

With a substantial amount of resources being spent on online advertising, examining the effectiveness of online advertising is now an important subject for scholarly investigation. Cross-product integration has become a source of market advantage and a strategic necessity for online advertising. The issue of product integration has not been sufficiently researched in the online advertising effe...

Predicting user response is one of the core machine learning tasks in computational advertising. Field-aware Factorization Machines (FFM) have recently been established as a state-of-the-art method for that problem and in particular won two Kaggle challenges. This paper presents some results from implementing this method in a production system that predicts click-through and conversion rates fo...

Despite impressive growth in banner advertising budgets, doubts persist amongst practitioners about the effectiveness of banner advertising and the techniques used to measure it. A number of approaches such as click-throughs, mouse rollovers and eyetracker studies have been developed to measure the banner ad effectiveness. We argue that banner ad effectiveness can also be determined by measurin...

Despite the enormous spending on digital advertising, consumers are skeptical toward online advertising (STA). We integrated value and stimulus-organism- response (SOR) frameworks to develop a model of STA's causes consequences. Product knowledge perceived ethics seller (ETH) were proposed as moderators. For study 1, moderated-moderated mediation technique was applied time-lagged data 411 consu...

This paper studies a decentralized supply chain in which a manufacturer sells a common generic product through two traditional and online retailers under free riding market. We assume that the traditional retailer provides the value added services but the online retailer does not. Factors such as retail prices, local advertising of the retailers, global advertising of the manufacturer and servi...

Online advertising has seen exponential growth since its inception over 15 years ago, resulting in 2013 for the first time ever to exceed broadcast television advertising revenues. This success has arisen largely from the transformation of the advertising industry from a lowtech, human intensive way of doing work (that were common place for much of the 20th century and the early days of online ...

The rapid rise of online sales has introduced technologies that promise better targeting of consumers for specific ads. Thus far the literature has not differentiated between online advertising strategies and, instead, explores whether one strategy is more effective than another in identifying a consumer with a propensity to buy a particular product, in the belief that a higher transaction rate...