Our Research Visualized
Let’s look at CONTEXT EFFECTS in digital advertising!
We just published two papers on this topic: One looks at how advertisers react when they get more context information during ad auctions. Another one looks at how context (specifically, website quality) affects advertising effectiveness. This research shows that (1) advertisers do value context information and will integrate it into their bidding decisions, and (2) context does make a difference because so-called nonpremium websites might have negative effects on advertising effectiveness.
Learn more about these two papers here: