{"id":1693,"date":"2018-12-09T22:00:04","date_gmt":"2018-12-10T03:00:04","guid":{"rendered":"https:\/\/www.yupingliu.com\/wordpress\/?page_id=1693"},"modified":"2020-08-09T05:01:30","modified_gmt":"2020-08-09T09:01:30","slug":"a-decade-of-online-advertising-research","status":"publish","type":"page","link":"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/a-decade-of-online-advertising-research\/","title":{"rendered":"A Decade of Online Advertising Research"},"content":{"rendered":"

Liu, Thompkins (2019), “A Decade of Online Advertising Research: What We Learned and What We Need to Know,” Journal of Advertising<\/em><\/strong>, 48 (1), 1-13. [Download Full-Text PDF<\/a>]
\n*Lead article in issue. Selected as an influential paper published in\u00a0Journal of Advertising in 2019.<\/p>\n

Abstract: Since the appearance of the first banner ad, online advertising has evolved significantly and now accounts for a substantial portion of all advertising spending. As online advertising tools proliferate, academic research in this area has also matured over time. To capture these developments, this paper offers a synthesis of over 300 articles on online advertising published in major advertising and marketing journals between 2008 and 2018. The key literature is summarized around six themes: (1) online advertising effectiveness; (2) online advertising mechanisms; (3) creative elements in online advertising; (4) the role of context in online advertising; (5) online personalization; and (6) search advertising. Knowledge gaps in existing research are identified, and important future research questions are suggested.<\/p>\n","protected":false},"excerpt":{"rendered":"

Liu, Thompkins (2019), “A Decade of Online Advertising Research: What We Learned and What We Need to Know,” Journal of…<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":1062,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-1693","page","type-page","status-publish","hentry","post-archive"],"yoast_head":"\nA Decade of Online Advertising Research | Ping! >> Loyalty Science in Practice<\/title>\n<meta name=\"description\" content=\"This paper offers a synthesis of over 300 articles on online advertising published in major advertising and marketing journals between 2008-2018.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yupingliu.com\/wordpress\/research\/digital-marketing-research\/a-decade-of-online-advertising-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"A Decade of Online Advertising Research | Ping! 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