Institute for Interactive
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Our Research Visualized

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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:

Do advertisers care where their display ads appear?

Yes, ad context matters!

Some answers from a recent study in Journal of Marketing Research by Sila Ada, Nadia Abou Nabout, and Elea McDonnell Feit.

Learn More here

Should advertisers care about where their digital ads appear?

Also, Yes!

Some answers from a recent study in International Journal of Research in Marketing by Edlira Shehu, Nadia Abou Nabout, and Michel Clement.

Learn More here