Why do individuals block online ads? An explorative study to explain the use of ad blockers.
Jens MattkeLea Katharina MüllerChristian MaierPublished in: AMCIS (2017)
Keyphrases
- display advertising
- contextual advertising
- online advertising
- advertising campaigns
- sponsored search
- behavioral targeting
- targeted advertising
- online learning
- search advertising
- click prediction
- real time
- online environment
- neural network
- web pages
- keyword extraction
- information retrieval
- data sets
- user behavior
- medical images
- short text
- genetic algorithm