Advertising Effectively Influences Older Users: How Field Experiments Can Improve Measurement and Targeting

Review of Industrial Organization

Volumn 44, Issue 2, 2014, Pages 147-159

  Lewis, Randall A ^a   Reiley, David H ^a  

^a GOOGLE INC   (United States)

Author keywords

Ad effectiveness; Age; Field experiment; Gender; Online advertising; Targeting

Indexed keywords

ADVERTISING; AGE; GENDER; INTERNET; RETAILING;

EID: 84897029363     PISSN: 0889938X     EISSN: 15737160     Source Type: Journal    
DOI: 10.1007/s11151-013-9403-y     Document Type: Article

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