When Does Retargeting Work? Information Specificity in Online Advertising
Lambrecht and Tucker study dynamic retargeting, in which consumers who viewed products on a firm's website are later shown ads with images of those same products on external websites. To test whether this works better than generic brand ads, they use data from a field experiment by an online travel firm. The title poses their question, when does retargeting work, and the paper examines the role of information specificity in online advertising.
Lambrecht and Tucker study dynamic retargeting, in which consumers who viewed products on a firm's website are later shown ads with images of those same products on external websites. To test whether this works better than generic brand ads, they use data from a field experiment by an online travel firm. The title poses their question, when does retargeting work, and the paper examines the role of information specificity in online advertising.
Written from the abstract as shown on the Crossref record, read 2026-11-04.
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Lambrecht, A., & Tucker, C. (2013). When Does Retargeting Work? Information Specificity in Online Advertising. Journal of Marketing Research, 50(5), 561-576