What cookie-based advertising effectiveness fails to measure
Year of publication: |
2024
|
---|---|
Authors: | Hoban, Paul R. ; Arora, Neeraj |
Published in: |
Marketing science. - Baltimore, Md. : INFORMS, ISSN 1526-548X, ZDB-ID 2023536-7. - Vol. 43.2024, 2, p. 407-418
|
Subject: | cookie analysis | cross-channel response | display advertising | field experiments | first-party data | individual effects | retargeted advertising | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing | Werbung | Advertising | Feldforschung | Field research | Konsumentenverhalten | Consumer behaviour | Experiment |
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