On the Effectiveness of Online Advertising
(A2025-124687)

AUTHORS

Eitan Muller, NYU; Koen Pauwels, Northeastern University; Ceren Kolsarici, Queen's University

ABSTRACT

This special session aims to explore the effectiveness of online advertising through a diverse set of research papers focusing on cost, consumer behavior, and ad strategies. The session highlights new insights into key challenges in digital advertising, such as balancing cost efficiency with effectiveness and navigating privacy-enhanced ad technologies.