Consumer Segments based on psychographics is preferred over the traditional criteria of segmentation. Applying the Exploratory Factor Analysis, the study identifies the dimensionality of beliefs underlying attitude toward advertising in general (Ag). Hierarchical clustering and K-Means...

Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising the bulk of this revenue. We present results from a series of large scale field experiments done at eBay that were designed to measure the causal effectiveness of paid search...