Is combining contextual and behavioral targeting strategies effective in online advertising?

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Is combining contextual and behavioral targeting strategies effective in online advertising?

Lu, Xianghua - Personal Name; Zhao, Xia - Personal Name; Xue, Ling - Personal Name;

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Publisher: mou : ACM Transactions on Management Information Systems., 2016
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Language: English
ISBN/ISSN: 2158-656X
Classification: NONE
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Subject(s): Online advertising
Targeted advertising
Behavioral targeting
Contextual targeting
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