Using a multi-year field experiment, we demonstrate several unique characteristics of advertising high-involvement products to businesses. Specifically, we randomize the delivery of digital display ads for electronics components produced by a semiconductor company that offers a new technology....

Increasingly, firms have the ability to make high quality, micro-level predictions of demand for their products, which improves their ability to target advertising. In spite of this, firms may choose to target advertising at a higher level of aggregation than their predictions allow in order to...