Working Papers

When Does Retargeting Work? Timing Information Specificity

Anja Lambrecht and Catherine Tucker

Mar 15, 2011

Investigates whether and under what conditions dynamic retargeting—that is, personalizing ad content to reflect an individual consumer’s prior product search—increases firm sales; uses data on individual-level advertising exposures and purchase decisions.

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.