What Cookie-Based Advertising Effectiveness Fails to Measure

IF 4 2区管理学 Q2 BUSINESS

Marketing Science Pub Date : 2023-07-11 DOI:10.1287/mksc.2023.1453

Min Tian, Paul R. Hoban, Neeraj Arora

引用次数: 1

Abstract

Cookies do not make purchase decisions; individuals do. Cookie-level analyses are problematic—use first-party individual data instead.

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基于cookie的广告效果无法衡量

cookie不会做出购买决定;个人做的。cookie级别的分析是有问题的——使用第一方个人数据代替。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Marketing Science BUSINESS-

CiteScore

8.60

自引率

10.00%

发文量

期刊介绍： Marketing Science is a publication of the Institute for Operations Research and the Management Sciences (INFORMS) publication (SSCI indexed). We invite authors to submit for peer review their best marketing-oriented research. We accept many types of manuscripts. Please consider us as an author-friendly outlet for your research. We are THE premier journal focusing on empirical and theoretical quantitative research in marketing. Marketing Science promises to provide constructive, fair, and timely reviews with the goal of identifying the best submissions for publication. Topics covered in Marketing Science include the following: -Advertising- Buyer Behavior- Channels- Competitive Strategy- Forecasting- Marketing Research- New Product Development- Pricing and Promotions- Sales Force Management- Segmentation- Services Marketing- Targetability.