Webinars
Analytics Rebroadcast: The Impact of Ad-Blockers on Online Consumer Behavior
Data Challenges from Business Disruption – Solutions and Opportunities
Beginning in August 2022, MSI will broadcast each session from our 2022 Analytics Conference weekly on Tuesdays from 12:30-1:00pm ET. Attendees will be able to pose questions to be answered in the week following the event. This event is open to corporate members. Please make sure to login to your account in order to register.
Ad-blocking technologies have recently emerged, posing a potential threat to the online advertising ecosystem. Vilma Todri’s research investigates the impact of ad-blockers on online search and purchasing behaviors by empirically analyzing a consumer-level data set. Interestingly, the analyses reveal that ad-blockers have a significant effect on online purchasing behavior: online consumer spending decreases due to ad-blockers by approximately $14.2 billion per year in total. She will also examine the underlying mechanisms of the ad-blocker effect and their unintended consequences that reduce consumers’ search activities across information channels.
speaker
Vilma Todri is an assistant professor at the Goizueta Business School of Emory University. Her research agenda has been inspired by the profound impact of Internet-related technologies on how consumers conduct research about products, make purchases and interact with brands nowadays, and how firms leverage such technologies to create business value. She is especially interested in topics related to digital marketing, ad-blocking technologies, digital strategy, social media, and consumer behavior in technology-mediated environments. She employs state-of-the-art methodologies that lie in the intersection of quantitative modeling, experimental research designs, and machine learning. Vilma's research has been published in various premier outlets and she has been the recipient of several awards, including the INFORMS ISS Gordon B. Davis Young Scholar Award and AIS Early Career Award. Vilma received her Ph.D. from New York University in 2016 and, before academia, she worked for Google.