Paid media and measurement · Two field experiments testing personalization, timing, placement/context, and advertising effectiveness.
Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where
Alexander Bleier, Maik Eisenbeiss (2015). Personalized Online Advertising Effectiveness: The Interplay of What, When, and Where. Marketing Science. https://doi.org/10.1287/mksc.2015.0930.
Plain-English take
Effectiveness depends jointly on what is personalized, when the ad appears, and where it appears; well-targeted personalization can increase responsiveness. For your marketing: Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
How much weight to give this
3.5/5 Moderate evidence for a specific setting
The 1–5 evidence-check score is a practical reading aid, not a formal peer review or a probability that a conclusion is true. It combines design strength (2 points), sample reporting (1), comparison/control clarity (1), and how much of the paper could be checked (1). Access affects how confidently this directory can assess a study, not the study's underlying quality. Blinding is reported separately because it is not relevant to every design.
Two field experiments testing personalization, timing, placement/context, and advertising effectiveness.
Consumers receiving personalized online display advertising in commercial field settings.
Judged from the publisher-described design and comparison; inspect the paper for complete analysis.
Publisher page and abstract were retrieved directly; full text was not assumed open.
Double-blind? Blinding was not established from the retrieved publisher record.
Research question
What the authors investigated
How do message, timing, and placement interact in personalized online advertising?
Design
Two field experiments testing personalization, timing, placement/context, and advertising effectiveness.
Sample and setting
Consumers receiving personalized online display advertising in commercial field settings.
Reported result
What the study found
Effectiveness depends jointly on what is personalized, when the ad appears, and where it appears; well-targeted personalization can increase responsiveness.
This is a paraphrase of the source. Check the original paper for definitions, estimates, statistical uncertainty and analysis details.
Scope and transfer
Limitations to keep in view
Findings are interaction-specific and rely on the tested advertisers, placements, and personalization data; personalization effectiveness is not uniform.
Possible founder application
Use to shape a locally controlled channel or message test; account for audience, timing and attribution limits before reallocating budget.
Evidence access
Publisher record and abstract retrieved; consult the linked paper for full methods and tables.
Publisher/DOI record identifies the two-field-experiment paper; the indexed abstract/title and article framing specify the three-way focus. Direct publisher-page retrieval was recorded on 2026-10-09; this profile uses the publisher abstract/metadata and does not claim independent review of unavailable full text.
If only an abstract or metadata was available, the profile is limited to claims supported there. A paper's paywall does not change its evidentiary status, but it limits what we can substantiate from accessible text.