Abstract
Personalized advertising represents a new and emerging trend in the field of online advertising. Through the use of enhanced online data collection techniques, marketers can now craft seemingly made to order advertisements tailored to a specific individual. Numerous websites and services are hosting personalized banner and/or text ads, such as YouTube, Facebook, Hotmail, and Gmail. In addition, the technique is being used by more and more firms such as Amazon, MetLife, Dollar-Thrifty, Staples, Joseph A. Bank, Orbitz, Zappos, and T-Mobile.
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CITATION STYLE
Gironda, J. T., & Korgaonkar, P. K. (2016). Personalized Advertising, Invasiveness, and Consumers’ Attitudes: A Structured Abstract. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 165–169). Springer Nature. https://doi.org/10.1007/978-3-319-26647-3_30
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