Goldfarb, A. – “Online Display Advertising: Targeting and Obtrusiveness”

May 6, 2011

The greater success of online advertisements from targeted relevance means they can be less obtrusive. “There is no need to force a consumer to pay attention with “floating” yelling, or “take-over adds.” when she actually wants the product in question.

(Goldfarb, A. 2011. Online Display Advertising: Targeting and Obtrusiveness,” Marketing Science, Marketing Science)

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