The Online Behavioural Advertising Icon: Two User Studies
New Internet technologies provide the possibility of automated tracking of consumers’ Internet behaviour. Such tracking is used to create user profiles for the purpose of displaying advertisements that fit the interest of these individuals (e.g., Goldfarb and Tucker 2011; McDonald and Cranor 2010). Confident in the success of such targeted ads, businesses invested heavily in online targeted advertising and this spending is expected to increase.
KeywordsMarketing Verse Smit
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