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Erschienen in:
2016 | OriginalPaper | Buchkapitel
Personalized Advertising, Invasiveness, and Consumers’ Attitudes: A Structured Abstract
verfasst von : John T. Gironda, Pradeep K. Korgaonkar
Erschienen in: Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing?
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Abstract
Personalized advertising represents a new and emerging trend in the field of online advertising. Through the use of enhanced online data collection techniques, marketers can now craft seemingly made to order advertisements tailored to a specific individual. Numerous websites and services are hosting personalized banner and/or text ads, such as YouTube, Facebook, Hotmail, and Gmail. In addition, the technique is being used by more and more firms such as Amazon, MetLife, Dollar-Thrifty, Staples, Joseph A. Bank, Orbitz, Zappos, and T-Mobile.