A Research Paper on Measuring Effectiveness of Online Behavioral Advertisements

In recent years, popular internet content and services have been funded increasingly by advertising rather than through
charges to consumers. If advertising is to remain the primary means of financing Internet content, then advertising rates will be a critical
determinant of the kind and quality of Internet content available. If publishers can’t effectively capture some of the value they create for
viewers, they will not be able to provide as much content, or content of the same quality as viewers have come to expect. One strategy widely
used to increase the value of advertising is behavioral targeting. If advertising better matches consumer interests, consumers are more likely
to respond to the message, and advertisers will be willing to pay more for ads delivered to such an audience [1]. The report published by
Network Advertising Initiative (NAI) in March 2010 found that in 2009, behaviorally-targeted advertising secured an average of 2.68 times
as much revenue per ad as non-targeted “run of network” advertising [2]. Hence, it is very important to measure effectiveness of online
behavioral advertising also known as “Holy Grail” in online advertising because of its effectiveness. This study focuses on measuring
effectiveness of online behavioral advertising at different stages of buyer behavior process by collecting data from 120 respondents.