Thanks to online tracking technology, marketers no longer have to rely on assumptions about consumer behavior. Instead, they can deliver ads targeted specifically to individuals based on their behavior online. Marketers have long known that this type of personalized advertising is more effective at generating both clicks and conversions, but they have not fully understood the consumer psychology that makes these behaviorally targeted ads so effective.
Targeted Ads Don’t Just Make You More Likely to Buy — They Can Change How You Think About Yourself
The psychology of behavioral targeting.
April 04, 2016
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New!
HBR Learning
Customer Focus Course
Accelerate your career with Harvard ManageMentor®. HBR Learning’s online leadership training helps you hone your skills with courses like Customer Focus. Earn badges to share on LinkedIn and your resume. Access more than 40 courses trusted by Fortune 500 companies.
Learn how to keep your customers—and their most important needs—front and center.