Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob discuss a study reviewing behavioral advertising’s impact on consumer welfare, with some surprising results. Hint: behavioral advertising’s not as helpful for consumers as you might think!

Topics covered:   

• [01:00] Introducing Behavioral Advertising and Consumer Welfare
• [02:00] Defining behavioral targeting
• [04:30] Study results on behavioral advertising’s impact
• [05:30] How you might interact with behavioral ads
• [06:00] Behavioral vs contextual targeting 

 




To learn more, visit marketingarchitects.com/podcast 
 

Resources: 
Schnadower Mustri, Eduardo and Adjerid, Idris and Acquisti, Alessandro, Behavioral Advertising and Consumer Welfare: An Empirical Investigation (March 23, 2023). Available at:  https://ssrn.com/abstract=4398428  or http://dx.doi.org/10.2139/ssrn.4398428 
 

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