Mobile ad effectiveness: Hyper-contextual targeting with crowdedness

Marketing Science

Volumn 35, Issue 2, 2016, Pages 218-233

  Andrews, Michelle ^a,b   Luo, Xueming ^b   Fang, Zheng ^c   Ghose, Anindya ^d  

^a EMORY UNIVERSITY   (United States)

^b TEMPLE UNIVERSITY   (United States)

^c SICHUAN UNIVERSITY   (China)

^d NEW YORK UNIVERSITY   (United States)

Author keywords

Crowdedness; Field study; Hyper contextual targeting; Mobile advertising; New technology

Indexed keywords

EID: 84961720972     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2015.0905     Document Type: Article

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