Now It’s Personal: How Knowing an Ad Is Targeted Changes Its Impact
A consumer’s knowledge that an advertisement has been tailored to their interests changes how they respond, according to a new study co-authored by Yale SOM’s Jiwoong Shin. Firms evaluating marketing strategies should factor consumers’ inferences about targeted ads into their advertising decisions, Shin says.
Got a Great Idea? Tell Your Rivals
A new study from Yale’s Jiwoong Shin finds that companies with truly innovative products may actually benefit from giving away some of their secrets.
Should Online Advertisers Pay for Clicks or Sales?
A new paper provides insights into how both advertisers and publishers should think about which model to choose.