Retargeting, Taking Full Advantage of the Online Shopping Behavior

15 Pages Posted: 8 Jan 2013

Date Written: January 7, 2013

Abstract

The display ads targeting has been centered around the site context and the audience. Compared to the search ads, the ads effectiveness of display ads has been questioned. The recent development in the demand side advertising platform allows advertisers to bid on individual ad impressions and it can give us a better solution on display ads targeting. Retargeting captures the users’ purchase intent with the users visit history to the sites. By looking at the online shopping behavior, this study shows that users are converting more when they are exposed to the retargeting ads and it is because the retargeting ads substantially increase traffic back to the sites.

Keywords: display ads, retargeting, click through, view through

Suggested Citation

Choi, Hyunyoung, Retargeting, Taking Full Advantage of the Online Shopping Behavior (January 7, 2013). Available at SSRN: https://ssrn.com/abstract=2197473 or http://dx.doi.org/10.2139/ssrn.2197473

Hyunyoung Choi (Contact Author)

S&P Global ( email )

55 Water Street
New York, NY 10041
United States

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