When Does Retargeting Work? Timing Information Specicity

Abstract

Firms can now serve personalized recommendations to consumers who return to their website, based on their earlier browsing history. At the same time, online advertising has greatly advanced in its use of external browsing data across the web to target internet ads appropriately. ‘Dynamic Retargeting’ integrates these two advances by using information from internal browsing data to improve internet advertising on external websites. Consumers who previously visited the rms’ website are shown ads that reect the specic products they have looked at before on the rm’s own website

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