digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising increases users' propensity to search for the … effect of display advertising on increasing consumers' propensity to make a purchase. Furthermore, our findings reveal that …

A unique aspect of sponsored search advertising is that it allows firms to track what products consumers initially … consumer search and cross-category purchase patterns during sponsored search advertising …

Digital advertisers often harness technology-enabled advertising-scheduling strategies, such as ad repetition at the … individual consumer level, in order to improve advertising effectiveness. However, such strategies might elicit annoyance in …-off between effective and annoying display advertising. We propose a Hidden Markov Model that allows us to investigate both the …

digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising … confounders. We empirically demonstrate that mere exposure to display advertising can increase users’ propensity to search for the … display advertising on increasing consumers’ propensity to make a purchase. Furthermore, we find that the advertising …