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

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

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

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

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

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

10200 - Computer and information sciences

Projekt

<a href="/cs/project/TJ02000206" target="_blank" >TJ02000206: Rozvoj dovedností nezbytných pro digitální transformaci podnikání</a><br>

Návaznosti

P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)<br>I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

Innovative Marketing

ISSN

1814-2427

e-ISSN

—

Svazek periodika

19

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

UA - Ukrajina

Počet stran výsledku

14

Strana od-do

101-114

Kód UT WoS článku

001012435500009

EID výsledku v databázi Scopus

2-s2.0-85159166210