Online behavioral advertising: An integrative review

References

• Aalberts, R. J., A. Nill, and P. S. Poon. 2016. “Online Behavioral Targeting: What Does the Law Say?” Journal of Current Issues and Research in Advertising 37: 95–112. doi:10.1080/10641734.2016.1171177.
   Google Scholar
• Acquisti, A. 2014. “Inducing Customers to Try New Goods.” Review of Industrial Organization 44: 131–146. doi:10.1007/s11151-013-9406-8.
   Web of Science ®Google Scholar
• Aguirre, E., D. Mahr, D. Grewal, K. de Ruyter, and M. Wetzels. 2015. “Unraveling the Personalization Paradox: The Effect of Information Collection and Trust-Building Strategies on Online Advertisement Effectiveness.” Journal of Retailing 91: 34–49. doi:10.1016/j.jretai.2014.09.005.
   Web of Science ®Google Scholar
• Alreck, P. L., and R. B. Settle. 2007. “Consumer Reactions to Online Behavioural Tracking and Targeting.” Journal of Database Marketing and Customer Strategy Management 15: 11–23. doi:10.1057/palgrave.dbm.3250069.
   Google Scholar
• Antón, A. I., J. B. Earp, and J. D. Young. 2010. “How Internet Users’ Privacy Concerns Have Evolved since 2002.” IEEE Security and Privacy 8: 21–27. doi:10.1109/MSP.2010.38.
   Web of Science ®Google Scholar
• Ash, M. 2016. “Why Is a Data Management Platform Essential in 2016?” Forbes, March 17. https://www.forbes.com/sites/teradata/2016/03/17/why-is-a-data-management-platform-essential-in-2016/#449dbd8436e9
   Google Scholar
• Awad, N. F., and M. S. Krishnan. 2006. “The Personalization Privacy Paradox: An Empirical Evaluation of Information Transparency and the Willingness to Be Profiled Online for Personalization.” MIS Quarterly 30: 13–28. doi:10.2307/25148715.
   Web of Science ®Google Scholar
• Basho, K. 2000. “The Licensing of Our Personal Information: Is It a Solution to Internet Privacy.” California Law Review 88: 1507–1545. doi:10.2307/3481264.
   Web of Science ®Google Scholar
• Bellman, S., J. Murphy, S. Treleaven-Hassard, J. O’Farrell, L. Qiu, and D. Varan. 2013. “Using Internet Behavior to Deliver Relevant Television Commercials.” Journal of Interactive Marketing 27: 130–140. doi:10.1016/j.intmar.2012.12.001.
   Web of Science ®Google Scholar
• Bleier, A., and M. Eisenbeiss. 2015a. “The Importance of Trust for Personalized Online Advertising.” Journal of Retailing 91: 390–409. doi:10.1016/j.jretai.2015.04.001.
   Web of Science ®Google Scholar
• Bleier, A., and M. Eisenbeiss. 2015b. “Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where.” Marketing Science 34: 669–688. doi:10.1287/mksc.2015.0930.
   Web of Science ®Google Scholar
• Boerman, S. C., S. Kruikemeier, and F. J. Z. Borgesius. 2017. “Online Behavioral Advertising: A Literature Review and Research Agenda.” Journal of Advertising 46: 363–376. doi:10.1080/00913367.2017.1339368.
   Web of Science ®Google Scholar
• Borgesius, F. J. Z. 2013. “Behavioral Targeting: A European Legal Perspective.” IEEE Security and Privacy 11: 82–85. doi:10.1109/MSP.2013.5.
   Web of Science ®Google Scholar
• Borgesius, F. J. Z. 2016. “Singling Out People without Knowing Their Names–Behavioural Targeting, Pseudonymous Data, and the New Data Protection Regulation.” Computer Law and Security Review 32: 256–271. doi:10.1016/j.clsr.2015.12.013.
   Web of Science ®Google Scholar
• Brotherton, E. A. 2011. “Big Brother Gets a Makeover: Behavioral Targeting and the Third-Party Doctrine.” Emory Law Journal 61: 555.
   Google Scholar
• Bruce, N. I. 2017. “Effective Display Advertising: Improving Engagement with Suitable Creative Formats.” GfK Marketing Intelligence Review 9: 53. doi:10.1515/gfkmir-2017-0009.
   Google Scholar
• Bruce, N. I., B. P. S. Murthi, and R. C. Rao. 2017. “A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement.” Journal of Marketing Research 54: 202–218. doi:10.1509/jmr.14.0117.
   Web of Science ®Google Scholar
• Chen, J., and J. Stallaert. 2014. “An Economic Analysis of Online Advertising Using Behavioral Targeting.” MIS Quarterly 38: 429–449. doi:10.25300/MISQ.
   Web of Science ®Google Scholar
• Chen, Q., Y. Feng, L. Liu, and X. Tian. 2019. “Understanding Consumers’ Reactance of Online Personalized Advertising: A New Scheme of Rational Choice from a Perspective of Negative Effects.” International Journal of Information Management 44: 53–64. doi:10.1016/j.ijinfomgt.2018.09.001.
   Web of Science ®Google Scholar
• Chiang, R. D., Y. H. Wang, and H. C. Chu. 2013. “Prediction of Members’ Return Visit Rates Using a Time Factor.” Electronic Commerce Research & Applications 12: 362–371. doi:10.1016/j.elerap.2013.06.002.
   Web of Science ®Google Scholar
• Christiansen, L. 2011. “Personal Privacy and Internet Marketing: An Impossible Conflict or a Marriage Made in Heaven?” Business Horizons 54: 509–514. doi:10.1016/j.bushor.2011.06.002.
   Web of Science ®Google Scholar
• Cranor, L. F. 2012. “Can Users Control Online Behavioral Advertising Effectively?” IEEE Security and Privacy 10: 93–96. doi:10.1109/MSP.2012.32.
   Web of Science ®Google Scholar
• De Lima, D., and A. Legge. 2014. “The European Union’s Approach to Online Behavioural Advertising: Protecting Individuals or Restricting Business?” Computer Law and Security Review 30: 67–74. doi:10.1016/j.clsr.2013.11.004.
   Web of Science ®Google Scholar
• Dubé, J. P., Z. Fang, N. Fong, and X. Luo. 2017. “Competitive Price Targeting with Smartphone Coupons.” Marketing Science 36: 944–975. doi:10.1287/mksc.2017.1042.
   Web of Science ®Google Scholar
• Försch, S., and E. de Haan. 2018. “Targeting Online Display Ads: Choosing Their Frequency and Spacing.” International Journal of Research in Marketing 35: 661–672. doi:10.1016/j.ijresmar.2018.09.002.
   Web of Science ®Google Scholar
• FTC. 2014. “Data Brokers: A Call for Transparency and Accountability.” Report. https://www.ftc.gov/system/files/documents/reports/data-brokers-call-transparency-accountability-report-federal-trade-commission-may-2014/140527databrokerreport.pdf
   Google Scholar
• Gal-Or, E., and M. Gal-Or. 2005. “Customized Advertising via a Common Media Distributor.” Marketing Science 24: 241–253. doi:10.1287/mksc.1040.0092.
   Web of Science ®Google Scholar
• Gal-Or, E., R. Gal-Or, and N. Penmetsa. 2018. “The Role of User Privacy Concerns in Shaping Competition among Platforms.” Information Systems Research 29: 698–722. doi:10.1287/isre.2017.0730.
   Web of Science ®Google Scholar
• Ghose, A., and V. Todri-Adamopoulos. 2016. “Toward a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior.” MIS Quarterly 40: 889–910. doi:10.25300/MISQ.
   Web of Science ®Google Scholar
• Gironda, J. T., and P. K. Korgaonkar. 2018. “iSpy? Tailored versus Invasive Ads and Consumers’ Perceptions of Personalized Advertising.” Electronic Commerce Research & Applications 29: 64–77. doi:10.1016/j.elerap.2018.03.007.
   Web of Science ®Google Scholar
• Goldfarb, A., and C. E. Tucker. 2011a. “Online Display Advertising: Targeting and Obtrusiveness.” Marketing Science 30: 389–404. doi:10.1287/mksc.1100.0583.
   Web of Science ®Google Scholar
• Goldfarb, A., and C. E. Tucker. 2011b. “Online Advertising, Behavioral Targeting, and Privacy.” Communications of the ACM 54: 25–27. doi:10.1145/1941487.
   Web of Science ®Google Scholar
• Goldfarb, A., and C. E. Tucker. 2011c. “Privacy Regulation and Online Advertising.” Management Science 57: 57–71. doi:10.1287/mnsc.1100.1246.
   Web of Science ®Google Scholar
• Greengard, S. 2012. “Advertising Gets Personal.” Communications of the ACM 55: 18–20. doi:10.1145/2240236.
   Web of Science ®Google Scholar
• Ham, C. D. 2017. “Exploring How Consumers Cope with Online Behavioral Advertising.” International Journal of Advertising 36: 632–658. doi:10.1080/02650487.2016.1239878.
   Web of Science ®Google Scholar
• Ham, C. D., and M. R. Nelson. 2016. “The Role of Persuasion Knowledge, Assessment of Benefit and Harm, and Third-Person Perception in Coping with Online Behavioral Advertising.” Computers in Human Behavior 62: 689–702. doi:10.1016/j.chb.2016.03.076.
   Web of Science ®Google Scholar
• Huang, Y. T. 2018. “The Female Gaze: Content Composition and Slot Position in Personalized Banner Ads, and How They Influence Visual Attention in Online Shoppers.” Computers in Human Behavior 82: 1–15. doi:10.1016/j.chb.2017.12.038.
   Web of Science ®Google Scholar
• Jai, T. M. C., L. D. Burns, and N. J. King. 2013. “The Effect of Behavioral Tracking Practices on Consumers’ Shopping Evaluations and Repurchase Intention toward Trusted Online Retailers.” Computers in Human Behavior 29: 901–909. doi:10.1016/j.chb.2012.12.021.
   Web of Science ®Google Scholar
• Järvinen, J., and H. Taiminen. 2016. “Harnessing Marketing Automation for B2B Content Marketing.” Industrial Marketing Management 54: 164–175. doi:10.1016/j.indmarman.2015.07.002.
   Web of Science ®Google Scholar
• Kagan, S., and R. Bekkerman. 2018. “Predicting Purchase Behavior of Website Audiences.” International Journal of Electronic Commerce 22: 510–539. doi:10.1080/10864415.2018.1485084.
   Web of Science ®Google Scholar
• Katz, E., J. G. Blumler, and M. Gurevitch. 1973. “Uses and Gratifications Research.” Public Opinion Quarterly 37: 509–524. doi:10.1086/268109.
   Web of Science ®Google Scholar
• King, N. J., and P. W. Jessen. 2010a. “Profiling the Mobile customer–Privacy Concerns When Behavioural Advertisers Target Mobile phones–Part I.” Computer Law and Security Review 26: 455–478. doi:10.1016/j.clsr.2010.07.001.
   Google Scholar
• King, N. J., and P. W. Jessen. 2010b. “Profiling the Mobile customer–Is Industry Self-Regulation Adequate to Protect Consumer Privacy When Behavioural Advertisers Target Mobile phones?–Part II.” Computer Law and Security Review 26: 595–612. doi:10.1016/j.clsr.2010.09.007.
   Google Scholar
• Kumar, V., and S. Gupta. 2016. “Conceptualizing the Evolution and Future of Advertising.” Journal of Advertising 45: 302–317. doi:10.1080/00913367.2016.1199335.
   Web of Science ®Google Scholar
• Lamberton, C., and A. T. Stephen. 2016. “A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and Agenda for Future Inquiry.” Journal of Marketing 80: 146–172. doi:10.1509/jm.15.0415.
   Web of Science ®Google Scholar
• Lambrecht, A., and C. Tucker. 2013. “When Does Retargeting Work? Information Specificity in Online Advertising.” Journal of Marketing Research 50: 561–576. doi:10.1177/002224371305000508.
   Web of Science ®Google Scholar
• Lee, D., K. Hosanagar, and H. S. Nair. 2018. “Advertising Content and Consumer Engagement on Social Media: Evidence from Facebook.” Management Science 64: 5105–5131.
   Web of Science ®Google Scholar
• Lee, S., Y. Lee, J. I. Lee, and J. Park. 2015. “Personalized E-Services: Consumer Privacy Concern and Information Sharing.” Social Behavior & Personality: an International Journal 43: 729–740. doi:10.2224/sbp.2015.43.5.729.
   Web of Science ®Google Scholar
• Leenes, R., and E. Kosta. 2015. “Taming the Cookie Monster with Dutch Law–A Tale of Regulatory Failure.” Computer Law and Security Review 31: 317–335. doi:10.1016/j.clsr.2015.01.004.
   Web of Science ®Google Scholar
• Legge, A. 2015. “Online Behavioural Advertising: A Comparative Study of Regulation between the EU and Hong Kong.” Computer Law and Security Review 31: 422–429. doi:10.1016/j.clsr.2015.03.007.
   Web of Science ®Google Scholar
• Lian, S., T. Cha, and Y. Xu. 2019. “Enhancing Geotargeting with Temporal Targeting, Behavioral Targeting and Promotion for Comprehensive Contextual Targeting.” Decision Support Systems117: 28–37.
   Web of Science ®Google Scholar
• Loia, V., S. Senatore, M. I. Sessa, and M. Veniero. 2008. “Customized Advertising in E-Commerce Services Provision.” Journal of Internet Technology 9: 355–363.
   Web of Science ®Google Scholar
• Lu, X., X. Zhao, and L. Xue. 2016. “Is Combining Contextual and Behavioral Targeting Strategies Effective in Online Advertising?” ACM Transactions on Management Information Systems (TMIS) 7: 1. doi:10.1145/2883816.
   Web of Science ®Google Scholar
• Lynskey, O. 2011. “Track(Ing) Changes: An Examination of EU Regulation of Online Behavioural Advertising through a Data Protection Lens.” European Law Review 36: 876–886.
   Web of Science ®Google Scholar
• Mathews-Hunt, K. 2016. “CookieConsumer: Tracking Online Behavioural Advertising in Australia.” Computer Law and Security Review 32: 55–90. doi:10.1016/j.clsr.2015.12.006.
   Web of Science ®Google Scholar
• McDonald, A. M., and L. F. Cranor. 2010. “Beliefs and Behaviors: Internet Users’ Understanding of Behavioral Advertising,” TPRC 2010. http://aleecia.com/authors-drafts/tprc-behav-AV.pdf
   Google Scholar
• McDonald, A. M., and L. F. Cranor. 2008. “The Cost of Reading Privacy Policies.” Isjlp 4: 543–568.
   Google Scholar
• McStay, A. 2013. “I Consent: An Analysis of the Cookie Directive and Its Implications for UK Behavioral Advertising.” New Media and Society 15: 596–611. doi:10.1177/1461444812458434.
   Web of Science ®Google Scholar
• Miralles-Pechuán, L., H. Ponce, and L. Martínez-Villaseñor. 2018. “A Novel Methodology for Optimizing Display Advertising Campaigns Using Genetic Algorithms.” Electronic Commerce Research & Applications 27: 39–51. doi:10.1016/j.elerap.2017.11.004.
   Web of Science ®Google Scholar
• Miyazaki, A. D. 2008. “Online Privacy and the Disclosure of Cookie Use: Effects on Consumer Trust and Anticipated Patronage.” Journal of Public Policy and Marketing 27: 19–33. doi:10.1509/jppm.27.1.19.
   Web of Science ®Google Scholar
• Moore, R. S., M. L. Moore, K. J. Shanahan, and B. Mack. 2015. “Creepy Marketing: Three Dimensions of Perceived Excessive Online Privacy Violation.” Marketing Management 25: 42–53.
   Google Scholar
• Mpinganjira, M., and D. K. Maduku. 2019. “Ethics of Mobile Behavioral Advertising: Antecedents and Outcomes of Perceived Ethical Value of Advertised Brands.” Journal of Business Research 95: 464–478. doi:10.1016/j.jbusres.2018.07.037.
   Web of Science ®Google Scholar
• Myers, P. 2015. “Protecting Personal Information: Achieving a Balance between User Privacy and Behavioral Targeting.” U. Mich. JL Reform 49: 717.
   Google Scholar
• Nill, A., and R. J. Aalberts. 2014. “Legal and Ethical Challenges of Online Behavioral Targeting in Advertising.” Journal of Current Issues and Research in Advertising 35: 126–146. doi:10.1080/10641734.2014.899529.
   Google Scholar
• Nill, A., R. J. Aalberts, and J. A. Schibrowsky. 2012. “Online Behavioral Targeting: Curse or Blessing?” Journal of Macromarketing 32: 448.
   Web of Science ®Google Scholar
• Nottorf, F. 2014. “Modeling the Clickstream across Multiple Online Advertising Channels Using a Binary Logit with Bayesian Mixture of Normals.” Electronic Commerce Research & Applications 13: 45–55. doi:10.1016/j.elerap.2013.07.004.
   Web of Science ®Google Scholar
• Ozcelik, A. B and K. Varnali. 2019. “Effectiveness of Online Behavioral Targeting: A Psychological Perspective.” Electronic Commerce Research & Applications 33: 1–11.
   Web of Science ®Google Scholar
• Palos-Sanchez, P., J. R. Saura, and F. Martin-Velicia. 2019. “A Study of the Effects of Programmatic Advertising on Users’ Concerns about Privacy Overtime.” Journal of Business Research 96: 61–72. doi:10.1016/j.jbusres.2018.10.059.
   Web of Science ®Google Scholar
• Petty, R. E., J. T. Cacioppo, and D. Schumann. 1983. “Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement.” Journal of Consumer Research 10: 135–146. doi:10.1086/jcr.1983.10.issue-2.
   Web of Science ®Google Scholar
• Popescu, G. H. 2014. “The Economics of Online Behavioral Targeting.” Psychosociological Issues in Human Resource Management 2: 62–67.
   Google Scholar
• Qin, R., Y. Yuan, and F. Wang. 2017. “Exploring the Optimal Granularity for Market Segmentation in RTB Advertising via Computational Experiment Approach.” Electronic Commerce Research & Applications 24: 68–83. doi:10.1016/j.elerap.2017.07.001.
   Web of Science ®Google Scholar
• Schumann, J. H., F. von Wangenheim, and N. Groene. 2014. “Targeted Online Advertising: Using Reciprocity Appeals to Increase Acceptance among Users of Free Web Services.” Journal of Marketing 78: 59–75. doi:10.1509/jm.11.0316.
   Web of Science ®Google Scholar
• Sinclair, J. 2016. “Advertising and Media in the Age of the Algorithm.” International Journal of Communication 10: 3522–3535.
   Google Scholar
• Smit, E. G., G. Van Noort, and H. A. Voorveld. 2014. “Understanding Online Behavioural Advertising: User Knowledge, Privacy Concerns and Online Coping Behaviour in Europe.” Computers in Human Behavior 32: 15–22. doi:10.1016/j.chb.2013.11.008.
   Web of Science ®Google Scholar
• Stafford, T. F., and M. R. Stafford. 2001. “Investigating Social Motivations for Internet Use.” In Internet Marketing Research: Theory and Practice, edited by O. Lee, 93–107. Hershey, PA: Idea Group Publishing.
   Google Scholar
• Stallworth, B. 2010. “Future Imperfect.” Googling for Principles in Online Behavioral Targeting”, Federal Communication Law Journal 62: 465–491.
   Google Scholar
• Stanaland, A. J., M. O. Lwin, and A. D. Miyazaki. 2011. “Online Privacy Trustmarks: Enhancing the Perceived Ethics of Digital Advertising.” Journal of Advertising Research 51: 511–523. doi:10.2501/JAR-51-3-511-523.
   Web of Science ®Google Scholar
• Stock, K. 2019. “Insurers Know Exactly How Often American Drivers Touch Their Phones.” Los Angeles Times, April 29. https://www.latimes.com/business/la-fi-distracted-driving-insurance-phone-texting-20190429-story.html
   Google Scholar
• Summers, C. A., R. W. Smith, and R. W. Reczek. 2016. “An Audience of One: Behaviorally Targeted Ads as Implied Social Labels.” Journal of Consumer Research 43: 156–178. doi:10.1093/jcr/ucw012.
   Web of Science ®Google Scholar
• Sutanto, J., E. Palme, C. H. Tan, and C. W. Phang. 2013. “Addressing the Personalization-Privacy Paradox: An Empirical Assessment from a Field Experiment on Smartphone Users.” MIS Quarterly 37: 1141–1164. doi:10.25300/MISQ/2013/37.4.07.
   Web of Science ®Google Scholar
• Thibaut, J. W., and H. H. Kelly. 1959. The Social Psychology of Groups. New York: John Wiley and Sons.
   Google Scholar
• Titiriga, R. 2011. “Social Transparency through Recommendation Engines and Its Challenges: Looking beyond Privacy.” Informatica Economica Journal 15: 147–154.
   Google Scholar
• Torraco, R. J. 2016. “Writing Integrative Literature Reviews: Using the past and Present to Explore the Future.” Human Resource Development Review 15: 404–428. doi:10.1177/1534484316671606.
   Web of Science ®Google Scholar
• Trusov, M., L. Ma, and Z. Jamal. 2016. “Crumbs of the Cookie: User Profiling in Customer-Base Analysis and Behavioral Targeting.” Marketing Science 35: 405–426. doi:10.1287/mksc.2015.0956.
   Web of Science ®Google Scholar
• Tucker, C. E. 2012. “The Economics of Advertising and Privacy.” International Journal of Industrial Organization 30: 326–329. doi:10.1016/j.ijindorg.2011.11.004.
   Web of Science ®Google Scholar
• Tucker, C. E. 2014. “Social Networks, Personalized Advertising, and Privacy Controls.” Journal of Marketing Research 51: 546–562. doi:10.1509/jmr.10.0355.
   Web of Science ®Google Scholar
• Urban, G. L., G. Liberali, E. MacDonald, R. Bordley, and J. R. Hauser. 2013. “Morphing Banner Advertising.” Marketing Science 33: 27–46. doi:10.1287/mksc.2013.0803.
   Web of Science ®Google Scholar
• Van Doorn, J., and J. C. Hoekstra. 2013. “Customization of Online Advertising: The Role of Intrusiveness.” Marketing Letters 24: 339–351. doi:10.1007/s11002-012-9222-1.
   Web of Science ®Google Scholar
• Van Noort, G., E. G. Smit, and H. A. Voorveld. 2013. “The Online Behavioural Advertising Icon: Two User Studies.” Advances in Advertising Research 4: 365–378.
   Google Scholar
• Van Reijmersdal, E. A., E. Rozendaal, N. Smink, G. Van Noort, and M. Buijzen. 2017. “Processes and Effects of Targeted Online Advertising among Children.” International Journal of Advertising 36: 396–414. doi:10.1080/02650487.2016.1196904.
   Web of Science ®Google Scholar
• Varnali, K., and A. Toker. 2010. “Mobile Marketing Research: The-state-of-the-art.” International Journal of Information Management 2: 144–51.
   Google Scholar
• Varnali, K., and A. Toker. 2014. “Self-disclosure on Social Networking Sites.” Social Behavior and Personality: An International Journal 43: 1–13.
   Web of Science ®Google Scholar
• Xu, H., X. R. Luo, J. M. Carroll, and M. B. Rosson. 2011. “The Personalization Privacy Paradox: An Exploratory Study of Decision Making Process for Location-Aware Marketing.” Decision Support Systems 51: 42–52. doi:10.1016/j.dss.2010.11.017.
   Web of Science ®Google Scholar
• Yu, S., L. Hudders, and V. Cauberghe. 2017. “Targeting the Luxury Consumer: A Vice or Virtue? A Cross-Cultural Comparison of the Effectiveness of Behaviorally Targeted Ads.” Journal of Fashion Marketing and Management 21: 187–205. doi:10.1108/JFMM-07-2016-0058.
   Web of Science ®Google Scholar
• Zarouali, B., K. Ponnet, M. Walrave, and K. Poels. 2017. “‘Do You like Cookies?’ Adolescents’ Skeptical Processing of Retargeted Facebook-Ads and the Moderating Role of Privacy Concern and a Textual Debriefing.” Computers in Human Behavior 69: 157–165. doi:10.1016/j.chb.2016.11.050.
   Web of Science ®Google Scholar