Personalized Ads Lift Brand Favorability, Purchase Intent

Shoppers want retailers to provide a personalized experience across channels, and November 2014 research by IPG Media Lab and Yahoo found that personalized ads boosted brand favorability and purchase intent among the more than 5,000 US internet users ages 16 and older polled.

Publication: 
eMarketer
Author: 
eMarketer
Document Type: 
Research
Paywall: 
Free

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