Is first- or third-party audience data more effective for reaching the "right" customers? : the case of IT decision-makers
Nico Neumann, Catherine E. Tucker, Kumar Subramanyam, John Marshall
| Year of publication: |
2023
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|---|---|
| Authors: | Neumann, Nico ; Tucker, Catherine ; Subramanyam, Kumar ; Marshall, John |
| Published in: |
Quantitative marketing and economics : QME. - Dordrecht : Springer Science + Business Media B.V., ISSN 1573-711X, ZDB-ID 2108674-6. - Vol. 21.2023, 4, p. 519-571
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| Subject: | 03 | Data brokers | Digital targeting | Third-party data | User profiling |
freely available
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1007/s11129-023-09268-7 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014458489