Comparison of display methods in online help

We 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 ...

Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual's ad impression history, as characterized by ...

The reported lack of transparency of the online advertising market may seriously affect the interests of advertisers. In this paper, we present a novel methodology that allows advertisers to independently assess the quality of display advertising ...