Between 40% and 50% of online ads served by publishers are actually never seen by Internet users, resulting in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...

The protection of financial personal data has become a major concern for Internet users in the digital economy. This paper investigates whether the consumers' use of non-bank payment instruments that preserve financial privacy from banks and relatives may increase their online purchases. We...

A significant number of online ads served by publishers are actually never seen by Internet users. This results in ineffective branding campaigns and a considerable waste of money for advertisers. In reaction, more and more advertisers use technologies to measure the viewability of advertising...