Digital technologies lead consumers to instantaneously engage with companies online following TV advertising. As a … result, companies increasingly aim to coordinate TV advertising with consumer online behavior. This has led companies and … company ran TV advertising in one region of the country while shutting off TV advertising for the remainder of the country …

display advertising (e.g., prospecting, retargeting, affiliate targeting, video advertising, etc.) and the different goals … 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 …

The digital environment, which includes the Internet and social networks, is propitious for digital marketing. However …