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If an Advertisement Runs Online And No One Sees It, Is It Still an Ad?

Empirical Generalizations in Digital Advertising

Stephanie Flosi, Gian Fulgoni, Andrea Vollman
DOI: 10.2501/JAR-53-2-192-199 Published 1 June 2013
Stephanie Flosi
comScore,
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  • For correspondence: sflosi@comscore.com
Gian Fulgoni
comScore,
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  • For correspondence: gfulgoni@comscore.com
Andrea Vollman
comScore,
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ABSTRACT

This study presents findings from three charter studies involving leading global advertisers in three key geographical regions: the United States, Europe, and Canada. The goal of the research was to identify and better understand the incidence of sub-optimal digital campaign delivery as it pertains to viewability, audience delivery, geographic targeting, and brand safety. Through an evaluation of the study findings, several significant empirical generalizations emerged, and this article highlights these generalizations and discusses their implications for the digital advertising ecosystem.

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Vol 53 Issue 2

Journal of Advertising Research: 53 (2)
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If an Advertisement Runs Online And No One Sees It, Is It Still an Ad?
Stephanie Flosi, Gian Fulgoni, Andrea Vollman
Journal of Advertising Research Jun 2013, 53 (2) 192-199; DOI: 10.2501/JAR-53-2-192-199

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If an Advertisement Runs Online And No One Sees It, Is It Still an Ad?
Stephanie Flosi, Gian Fulgoni, Andrea Vollman
Journal of Advertising Research Jun 2013, 53 (2) 192-199; DOI: 10.2501/JAR-53-2-192-199
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More in this TOC Section

  • The Marketer's Dilemma: Focusing on a Target or a Demographic?
  • Empirical Generalizations: New Laws for Digital Marketing
  • Digging Deeper Down into the Empirical Generalization of Brand Recall
Show more What We Know About Advertising II

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