Morphing banner advertising

Marketing Science

Volumn 33, Issue 1, 2014, Pages 27-46

  Urban, Glen L ^a   Liberali, Guilherme Gui ^a,b   MacDonald, Erin ^c   Bordley, Robert ^d   Hauser, John R ^a  

^a MASSACHUSETTS INSTITUTE OF TECHNOLOGY   (United States)

^b ERASMUS UNIVERSITY ROTTERDAM   (Netherlands)

^c Iowa State University of Science and Technology   (United States)

^d BOOZ ALLEN HAMILTON   (United States)

Author keywords

Bandit problems; Banner advertising; Behavioral targeting; Cognitive styles; Context matching; Dynamic programming; Electronic marketing; Field experiments; Online advertising; Strategic optimization of marketing; Website morphing

Indexed keywords

EID: 84893407015     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0803     Document Type: Article

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