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dc.contributor.authorBraun, Michael
dc.contributor.authorDe Langhe, Bart
dc.contributor.authorPuntoni, Stefano
dc.contributor.authorSchwartz, Eric
dc.date.accessioned2023-10-27T11:50:27Z
dc.date.available2023-10-27T11:50:27Z
dc.date.issued2023en_US
dc.identifier.issn0093-5301
dc.identifier.urihttp://hdl.handle.net/20.500.12127/7277
dc.description.abstractDigital advertising platforms have emerged as a widely utilized data source in consumer research, yet the interpretation of such data remains a source of confusion for many researchers. This paper aims to address this issue by offering a comprehensive and accessible review of four prominent data collection methods proposed in the marketing literature: “informal studies,” “multiple-ad studies without holdout,” “single-ad studies with holdout,” and “multiple-ad studies with holdout.” By outlining the strengths and limitations of each method, we aim to enhance understanding regarding the inferences that can and cannot be drawn from the collected data. Furthermore, we present seven recommendations to effectively leverage these tools for programmatic consumer research. These recommendations provide guidance on how to use these tools to obtain causal and non-causal evidence for the effects of marketing interventions, and the associated psychological processes, in a digital environment regulated by targeting algorithms. We also give recommendations for how to describe the testing tools and the data they generate, and urge platforms to be more transparent on how these tools work.en_US
dc.language.isoenen_US
dc.publisherOxford University Pressen_US
dc.subjectDigital Advertisingen_US
dc.subjectA/B Testing
dc.subjectExperimental Design
dc.subjectOnline Advertising
dc.subjectConsumer Behavior
dc.subjectOnline Experiments
dc.subjectField Experiments
dc.titleLeveraging digital advertising platforms for consumer researchen_US
dc.identifier.journalJournal of Consumer Researchen_US
dc.contributor.departmentCox School of Business, Southern Methodist Universityen_US
dc.contributor.departmentKU Leuvenen_US
dc.contributor.departmentThe Wharton School, University of Pennsylvaniaen_US
dc.contributor.departmentRoss School of Business, University of Michiganen_US
dc.identifier.eissn1537-5277
vlerick.knowledgedomainMarketing & Salesen_US
vlerick.typearticleFT ranked journal article  en_US
vlerick.vlerickdepartmentMKTen_US
dc.identifier.vperid300832en_US


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