A copy of this work was available on the public web and has been preserved in the Wayback Machine. The capture dates from 2012; you can also visit the original URL.
The file type is
Advertisers are demanding more accurate estimates of the impact of targeted advertisements, yet no study proposes an appropriate methodology to analyze the effectiveness of a targeted advertising campaign, and there is a dearth of empirical evidence on the effectiveness of targeted advertising as a whole. The targeted population is more likely to convert from advertising so the response lift between the targeted and untargeted group to the advertising is likely an overestimate of the impact ofdoi:10.2139/ssrn.2242311 fatcat:s2ruildumvgt5g2b2jbca63544