The drivers of the optimal targeting strategy : choosing the frequency and spacing of online display ads

Steffen Försch and Evert de Haan

Year of publication:	2018
Authors:	Försch, Steffen ; Haan, Evert de
Published in:	Improving decision making in real-time bidding. - Frankfurt am Main. - 2018, p. 51-84
Subject:	Banner advertising \| Click-through rate \| Online advertising effectiveness \| Online targeting strategies \| Real-time bidding \| Online-Marketing \| Internet marketing \| Werbewirkung \| Advertising effects \| Online-Handel \| Online retailing \| Konsumentenverhalten \| Consumer behaviour \| Zielgruppe \| Target group \| Website

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