Purpose: Addressable television is an interactive medium that blends online data personalization with traditional TV content to better address individual consumers and improve advertising outcomes. Drawing on the persuasion knowledge model (PKM) and the influence of presumed influence (IPI),...

Purpose: One of the most effective tools used by interactive marketers is personalized advertising, which allows consumers to directly respond to customized offers to purchase a brand’s products and services. Yet, recent studies show many consumers are installing ad blockers to avoid...