Modern digital advertising platforms allow ads to be targeted in a variety of ways, and generally aim to match the ad … extend the emotion they are experiencing. On the other hand, emotional mismatch between the ad and content video can lead to … emotions might have a preference for positive emotions in the advertising to get themselves to a happier state. Thus, whether …

advertising experiments that affect usage of one product at a time to directly measure complementarities based on consumption … subscription products and demonstrate the implications for advertising targeting decisions, and our identification strategy has …

.3 million US users: one group of users saw the status quo, while the other saw a lower level of advertising (with prominence of … search ads decreased). Revealed preference data reject that users are, overall, averse to search advertising targeted to them … across a diverse set of searches. At the margin, users prefer the search engine with the higher level of advertising. On the …

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online …