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Re­searcher of the Month in May 2017: Na­dia Abou Nabout

Prof. Dr. Na­dia Abou Nabout is re­searcher of the month in May 2017 and talks about how con­text mat­ters in on­line ad­vert­ising

Na­dia's (*1983) re­search is located at the in­ter­face of mar­ket­ing and in­form­a­tion sys­tems and fo­cuses on rad­ic­ally new tech­no­lo­gies in mar­ket­ing. Her dis­ser­ta­tion, for in­stance, deals with one of the most fas­cin­at­ing com­pan­ies of our times, Google, and its rev­enue model, search en­gine ad­vert­ising. Her cur­rent re­search fo­cuses on real-­time bid­ding and pro­gram­matic buy­ing, which en­able auto­mated trad­ing of ad­vert­ising im­pres­sions via ad­vert­ising ex­changes (sim­ilar to fin­an­cial stock mar­kets). In her work, she aims to help com­pan­ies make bet­ter mar­ket­ing de­cisions and builds upon ex­tens­ive in­dustry col­lab­or­a­tions. Na­dia's re­search has been pub­lished in lead­ing journ­als of the field (Mar­ket­ing Science, In­ter­na­tional Journal of Re­search in Mar­ket­ing, Journal of Re­tail­ing). To­gether with Bernd Ski­era, she was one of three fi­nal­ists in the “Gary L. Li­lien 2011-12 ISMS-MSI Prac­tice Prize Com­pet­i­tion” (for a video of the present­a­tion, please click here).

Na­dia holds a de­gree in busi­ness ad­min­is­tra­tion and eco­nom­ics from the Uni­versity of Wup­per­tal (2009) and a PhD in mar­ket­ing from Goethe Uni­versity Frank­furt (2012). She was a vis­it­ing re­searcher at the Uni­versity of Maryland (2011) and Özyeğin Uni­versity in Istan­bul (2013), where she taught in Özyeğin's MBA pro­gram. After a two year postdoc in Frank­furt, she ac­cep­ted an of­fer from Tech­nis­che Uni­versität München to take on the ten­ure track pro­fess­or­ship in tech­no­logy mar­ket­ing. She joined WU Wien and the de­part­ment of mar­ket­ing in fall 2014 and is now pro­fessor of in­ter­act­ive mar­ket­ing & so­cial me­dia. 


Cur­riculum vitae

Re­search In­terests

Short Bio

Se­lec­ted Pub­lic­a­tions

Se­lec­ted Awards