The Impacts of Cookie Regime Changes on the Effectiveness of Automatic Retargeting in Advertising

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011014" target="_blank" >RIV/46747885:24310/23:00011014 - isvavai.cz</a>
Result on the web
<a href="https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18101/IM_2023_02_Semeradova.pdf" target="_blank" >https://www.businessperspectives.org/images/pdf/applications/publishing/templates/article/assets/18101/IM_2023_02_Semeradova.pdf</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.21511/im.19(2).2023.09" target="_blank" >10.21511/im.19(2).2023.09</a>

Result language
angličtina
Original language name
The Impacts of Cookie Regime Changes on the Effectiveness of Automatic Retargeting in Advertising
Original language description
The constantly evolving legislation concerning the usage of cookies raises many concerns about the effectiveness of targeted online advertisements. Retargeting represents an advanced targeting strategy requiring detailed user data and thus may be potentially highly sensitive to the cookie restrictions. This article tests the effectiveness of 432 sets of retargeting ads collected during the opt-out cookie regime by comparing them with 432 sets of retargeting ads collected after the transition to the opt-in cookie regime. The retargeting effectiveness is tested in terms of type (standard, dynamic), advertising platform (Meta Ads, Google Ads), and the ad performance development in time. The results suggest that standard retargeting ads are more effective in utilitarian browsing context while dynamic retargeting is more successful in reaching users in the hedonic environment of social networks. Moreover, the performance of retargeting ads evolves in the different stages along the customer journey. In terms of the trasition from the opt-out to the opt-in cookie regime, there are differences in the total numbers of tracked users, however the performance of programmatic advertising apperas not severely affected.
Czech name
—
Czech description
—

Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
10200 - Computer and information sciences

Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Similar results(10)