Online marketers have widely adopted retargeting ads to convert customers who had previously browsed the websites or abandoned shopping carts. Yet, the effectiveness of such retargeting remains unclear. This study exploits several randomized field experiments to test how the effects of...

As consumers often abandon e-commerce carts, companies are shifting their online advertising budgets to immediate e-commerce cart re-targeting (ECR). They presume that early reminder ads, relative to late ones, generate more click-throughs and web revisits. We develop a conceptual framework of...

Timing and shopping stages are two critical factors when designing personalized mobile targeting. However, there is scant evidence demonstrating the business impact of app real-time targeting on customers’ subsequent shopping behaviors across different shopping stages. By conducting a novel...