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ABSTRACT
Due to the rapid proliferation in the algorithm-driven online tracking and profiling infrastructure, and the increasing business potential of online behavioral advertising, researchers from various disciplines are attracted to the growing body of knowledge on the phenomenon. Although the literature on online behavioral advertising is accumulating, the stream of research is still in the development stage, hence is highly fragmented. This paper aims to review, organize, and integrate the literature on online behavioral advertising and assess the-state-of-the-art in order to facilitate future research. The review covers 80 peer-reviewed journal articles from 47 scholarly journals published between 2000 and 2018. The resulting framework summarizes the progress in online behavioral advertising research and provides future research directions.
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No potential conflict of interest was reported by the author.
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Kaan Varnali
Kaan Varnali, Ph.D. is the head of consumer research at 4est Research, located in California, USA. He teaches graduate level courses on consumer psychology, research methods, and brand management as an adjunct professor in various universities. His current research focuses on the empirical and theoretical links between marketing communications in digital environments and customer experience management. His research has been published in highly regarded scholarly journals including Electronic Commerce Research & Applications, International Journal of Information Management, Journal of Business Research, Information, Communication & Society, Service Industries Journal, Journal of Marketing Communications, and International Journal of Communication.