Marketing, customer satisfaction and loyalty
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EMAC 2019: 5 research avenues for targeted advertising
Jun17

EMAC 2019: 5 research avenues for targeted advertising

At this year’s EMAC conference in Hamburg, I had been invited by Prof. Bernd Skiera and Prof. Klaus Miller (both affiliated with the University of Frankfort, Germany) to give a talk about online advertising research in the era of privacy. In today’s article I’m making my slides available and am developing my thoughts in the hope that they will help academics find new interesting paths for their future studies. Online...

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Belgian Data Alliance : media and telecom team up against GAFA
Jun14

Belgian Data Alliance : media and telecom team up against GAFA

Google and Facebook are the two largest advertising platforms worldwide and they capture most value of the online advertising market. This duopoly is ripping away value from incumbents as brands are shifting advertising budget from incumbents (telecom operators, broadcasters, …) to make deal directly with Google and Facebook. With such a power of negotiation, is it really a surprise that incumbents are joining forces to propose...

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The effects of ad frequency and recency on click-through-rate (CTR)
Mar25

The effects of ad frequency and recency on click-through-rate (CTR)

Less is more. This could be the conclusion of a recent marketing research study on online advertising published in the IJRM (International Journal of Research in Marketing ; see references at the end of this article). The authors, Steffen Försch and Evert de Haan (University of Francfort, Germany) studied a dataset of 5.8bn ad impressions and 1.8m clicks delivered for 158 advertisers across 25 industries. Their work show that...

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Advertising : limiting cookie lifetime will destroy value
Nov20

Advertising : limiting cookie lifetime will destroy value

Preliminary information : there are two competing rules for setting up maximal cookie lifetime. The European Commission (based a.o. on a proposal by CNIL) suggests to limit lifetime to 360 days whereas Google proposes 720 days. One year vs. two years is basically what you have to chose from. In no case it should be more than that. Yet, as Miller and Skiera explained at the 2017 EMAC conference, lifetimes of up to 8000 years have been...

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How Big Data will influence the future of advertising
Jul25

How Big Data will influence the future of advertising

“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical...

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