Targeted Advertising and Consumer Inference

Jiwoong Shin
Corresponding Author
Jiwoong Shin
[email protected]
https://orcid.org/0000-0001-8175-854X
School of Management, Yale University, New Haven, Connecticut 06520
Search for more papers by this author
,
Jungju Yu
Jungju Yu
[email protected]
https://orcid.org/0000-0002-7817-2203
College of Business, KAIST, Seoul, South Korea
Search for more papers by this author

Jiwoong Shin

Corresponding Author

Jiwoong Shin

[email protected]

https://orcid.org/0000-0001-8175-854X

School of Management, Yale University, New Haven, Connecticut 06520

Search for more papers by this author

Jungju Yu

[email protected]

https://orcid.org/0000-0002-7817-2203

College of Business, KAIST, Seoul, South Korea

Search for more papers by this author

Published Online:19 Aug 2021https://doi.org/10.1287/mksc.2021.1284

Supplemental Material

mksc.2021.1284.sm1.pdf

Cited by
- Inter-platform information sharing strategy within targeted advertising
  9 September 2025 | Asia Pacific Journal of Marketing and Logistics, Vol. 38, No. 6
- Dark Patterns in Data-Consent Disclosures and Consumer Reactance to Online Behavioral Advertising
  15 December 2025 | Journal of Advertising, Vol. 55, No. 3
- A Theory of the Effects of Privacy
  Alessandro Bonatti,
  Yunhao Huang,
  J. Miguel Villas-Boas
  2 September 2025 | Management Science, Vol. 72, No. 5
- Communicating Attribute Importance Under Competition
  Jae-Yun Lee,
  Jiwoong Shin,
  Jungju Yu
  16 September 2025 | Marketing Science, Vol. 45, No. 3
- Shallow or prudent? A firm’s optimal streamer choice in live-streaming e-commerce
  14 April 2026 | International Journal of Production Research
- Algorithmic Targeting for Opaque Selling in Vertical Markets
  29 September 2025 | Production and Operations Management, Vol. 35, No. 4
- E-Commerce Platforms’ Cross-Platform Targeted Advertising Strategies: Cooperation with Social Media Platforms or Remaining Independent
  26 March 2026 | Mathematics, Vol. 14, No. 7
- Algorithmic Targeting and the Precision-Recall Tradeoff
  Ganesh Iyer,
  Yunfei (Jesse) Yao,
  Zemin (Zachary) Zhong
  23 March 2026 | Marketing Science, Vol. 0, No. 0
- RAISE: A New Method to Develop Experimental Stimuli for Advertising Research with Image Generative Artificial Intelligence
  7 January 2025 | Journal of Advertising, Vol. 55, No. 2
- Searching for Rewards
  T. Tony Ke,
  Jiwoong Shin,
  Xu Zhu
  2 February 2026 | Management Science, Vol. 0, No. 0
- Privacy and Polarization: An Inference-Based Framework
  Tommaso Bondi,
  Omid Rafieian,
  Yunfei (Jesse) Yao
  9 June 2025 | Management Science, Vol. 72, No. 2
- Too Many or Too Few? Information Cues in Recommender Systems and Consequences for Search and Purchase Behavior
  27 June 2025 | Journal of Marketing, Vol. 90, No. 1
- Customer Data and Cost Structure: Evidence from Data Privacy Regulation
  1 January 2026 | SSRN Electronic Journal
- Média célzás – helyi média, hogy látják a médiatervezők?
  17 December 2025 | Tér - Gazdaság - Ember/Journal of Region, Economy and Society, Vol. 13, No. 2
- Factors influencing South African consumer acceptance of marketers’ use of human digital twins (HDTs)
  15 December 2025 | The African Journal of Information and Communication (AJIC), No. 36
- Inference of Utilities and Time Preference in Sequential Decision-Making
  24 October 2025 | Applied Mathematics & Optimization, Vol. 92, No. 3
- International involvement of managed ecosystems: a quasi-experiment of foreign user traffic to e-commerce platforms amid geopolitical conflicts
  4 November 2025 | Journal of International Business Studies, Vol. 34
- How Does Prepopulating Search Bars with Keywords Affect Online Consumer Behavior? A Field Experiment
  Chenshuo Sun
  8 September 2025 | Marketing Science, Vol. 44, No. 6
- Advertising Platforms and Privacy
  Ruizhi Zhu,
  Sridhar Moorthy,
  Xianwen Shi
  9 May 2025 | Marketing Science, Vol. 44, No. 6
- The internationalization of digital cultural content creators on global social media: navigating virtual outsidership in a borderless space
  12 June 2025 | Journal of International Business Studies, Vol. 56, No. 8
- ТАРГЕТИНГ ЯК СТРАТЕГІЧНИЙ ІНСТРУМЕНТ ФОРМУВАННЯ КОНКУРЕНТНИХ ПЕРЕВАГ У МАРКЕТИНГОВІЙ ДІЯЛЬНОСТІ
  28 July 2025 | Економіка та суспільство, No. 77
- When to Showcase Automated Production Processes? Disclosing Production Processes Increases Evaluation of Low‐End but Decreases Evaluation of High‐End Products
  15 February 2025 | Psychology & Marketing, Vol. 42, No. 7
- Differentiated Advertising, Heterogeneous Consumers and Suitable Design of Platform Merchant
  8 May 2025 | Mathematics, Vol. 13, No. 10
- Evolutionary Computing and Nature-Based Solutions for Personalized Health
- How Recommendation Affects Customer Search: A Field Experiment
  Zhe Yuan; ,
  AJ Yuan Chen; ,
  Yitong Wang; ,
  Tianshu Sun
  4 March 2024 | Information Systems Research, Vol. 36, No. 1
- Targeted Advertising as Implicit Recommendation: Strategic Mistargeting and Personal Data Opt-out
  Z. Eddie Ning; ,
  Jiwoong Shin; ,
  Jungju Yu
  2 August 2024 | Marketing Science, Vol. 44, No. 2
- Online Advertising as Passive Search
  Raluca Mihaela Ursu; ,
  Andrey Simonov,
  Eunkyung An;
  30 April 2024 | Management Science, Vol. 71, No. 2
- Dual pricing with purchase hassle
  International Journal of Production Economics, Vol. 280
- How to achieve targeted advertising with the e-commerce platform’s membership system?
  Omega, Vol. 130
- Advertising Strategies for Online Retailers Based on Bayesian Persuasion
  Procedia Computer Science, Vol. 266
- Agency Market Power and Information Disclosure in Online Advertising
  W. Jason Choi,
  Amin Sayedi
  3 June 2024 | Marketing Science, Vol. 43, No. 6
- Competitive Model Selection in Algorithmic Targeting
  Ganesh Iyer,
  T. Tony Ke
  25 June 2024 | Marketing Science, Vol. 43, No. 6
- Precision marketing for newly-launched products: How to offer free trials to consumers?
  Journal of Retailing and Consumer Services, Vol. 81
- Direct Channel or Distribution Channel? The Role of Internet-Based Targeted Advertising With Vertical Differentiation in Distinct Channels
  4 November 2024 | Sage Open, Vol. 14, No. 4
- Media Formats of Advertising
  Song Lin
  7 March 2024 | Marketing Science, Vol. 43, No. 5
- Zur Aufhebung des Verbots regionaler Werbung für bundeweit sendende Fernsehsender
  26 October 2024 | List Forum für Wirtschafts- und Finanzpolitik, Vol. 50, No. 3
- The Role of Messenger in Advertising Content: Bayesian Persuasion Perspective
  Jiwoong Shin,
  Chi-Ying Wang
  16 January 2024 | Marketing Science, Vol. 43, No. 4
- Targeted reminder advertising: Retailers’ new weapon against cart abandonment
  Journal of Business Research, Vol. 180
- The Value of Personal Data in Internet Commerce: A High-Stakes Field Experiment on Data Regulation Policy
  Tianshu Sun,
  Zhe Yuan,
  Chunxiao Li,
  Kaifu Zhang,
  Jun Xu
  8 June 2023 | Management Science, Vol. 70, No. 4
- Digital advertising spillover, online-exclusive product launches, and manufacturer-remanufacturer competition
  European Journal of Operational Research, Vol. 313, No. 2
- Consumer search: What can we learn from pre-purchase data?
  Journal of Retailing, Vol. 100, No. 1
- Artificial intelligence and ChatGPT: Exploring Current and potential future roles in marketing education
  1 December 2023 | Journal of Marketing Communications, Vol. 30, No. 2
- Predictive Analytics and Ship-Then-Shop Subscription
  W. Jason Choi,
  Qihong Liu,
  Jiwoong Shin
  16 March 2023 | Management Science, Vol. 70, No. 2
- Carbon emission reduction and precision marketing decisions of a platform supply chain
  International Journal of Production Economics, Vol. 268
- Should product‐specific advertisement be regulated in pharmaceutical markets?
  1 April 2024 | Journal of Public Economic Theory, Vol. 26, No. 2
- Seize the Opportunity of Targeted Marketing Under the Platform Membership Mechanism
  IEEE Transactions on Engineering Management, Vol. 71
- Privacy and Polarization: An Inference-Based Framework
  1 January 2024 | SSRN Electronic Journal, Vol. 24
- Searching for Rewards
  1 January 2024 | SSRN Electronic Journal, Vol. 15
- Inference of Utilities and Time Preference in Sequential Decision-Making
  1 January 2024 | SSRN Electronic Journal, Vol. 19
- Noisy Product Certification in Duopoly: Theory and Experiment
  1 January 2024 | SSRN Electronic Journal, Vol. 24
- Communicating Attribute Importance under Competition
  1 January 2024 | SSRN Electronic Journal, Vol. 19
- A Model of Product Portfolio Design: Guiding Consumer Search Through Brand Positioning
  T. Tony Ke,
  Jiwoong Shin,
  Jungju Yu
  30 December 2022 | Marketing Science, Vol. 42, No. 6
- Consumer Privacy Choices and (Un)Targeted Advertising Along the Purchase Journey
  7 March 2023 | Journal of Marketing Research, Vol. 60, No. 5
- Profitability of Noisy Certification in the Presence of Loss Averse Buyers*
  17 August 2023 | The Journal of Industrial Economics, Vol. 71, No. 3
- Multidimensional Targeting and Consumer Response
  Stylianos Despotakis,
  Jungju Yu
  18 November 2022 | Management Science, Vol. 69, No. 8
- A Theory of Irrelevant Advertising: An Agency-Induced Targeting Inefficiency
  Jiwoong Shin,
  Woochoel Shin
  17 November 2022 | Management Science, Vol. 69, No. 8
- The optimal advertising strategy with differentiated targeted effect consumers
  30 May 2022 | Annals of Operations Research, Vol. 324, No. 1-2
- When does a goal-appeal match affect consumer satisfaction? Examining the work and play context
  Journal of Business Research, Vol. 158
- Agency Bidding in Online Advertising
  1 January 2023 | SSRN Electronic Journal, Vol. 29
- Understanding the Impacts of De-personalization in Search Algorithm on Consumer Behavior: A Field Experiment with a Large Online Retail Platform
  1 January 2023 | SSRN Electronic Journal, Vol. 347
- Prices and Reviews as Information Cues in E-Commerce Recommender Systems
  1 January 2023 | SSRN Electronic Journal, Vol. 40
- The Medium of Advertising
  1 January 2023 | SSRN Electronic Journal, Vol. 72
- The Effects of Microtargeting on Conversion Rates and the Role of Information Asymmetry
  1 January 2023 | SSRN Electronic Journal, Vol. 59
- Whom to benefit? Competing platforms’ strategic investment in recommender systems
  Electronic Commerce Research and Applications, Vol. 56
- Stalker Ads: A study to Understand the Consumer Awareness and Perception towards Targeted Advertising
- Information Disclosure Policy and Its Implications: Ratcheting in Supply Chains
  6 December 2021 | Journal of Marketing Research, Vol. 59, No. 2
- Targeting Precision in Imperfect Targeted Advertising: Implications for the Regulation of Market Structure and Efficiency
  7 March 2022 | Sage Open, Vol. 12, No. 1
- Lockdown or Quarantine: When Should Mandatory Isolation be Targeted?
  SSRN Electronic Journal, Vol. 24
- Recommender Systems under Privacy Protection
  SSRN Electronic Journal, Vol. 105
- Consumer Privacy Concerns, Multihoming, and Platform Competition in Two-Sided Markets
  SSRN Electronic Journal, Vol. 43
- Predictive Accuracy, Search Intensity, and Personalized Advertising
  SSRN Electronic Journal, Vol. 15
- Strategic Recommendation Algorithms: Overselling and Demarketing Information Designs
  SSRN Electronic Journal, Vol. 112
- Online Advertising as Passive Search
  SSRN Electronic Journal, Vol. 44
- A Model of Multi-dimensional Targeting
  SSRN Electronic Journal, Vol. 3
- Lookalike Targeting on Others' Journeys: Brand Versus Performance Marketing
  SSRN Electronic Journal, Vol. 48
- A Theory of Brand Positioning: Product-Portfolio View
  SSRN Electronic Journal, Vol. 96
- Customer Purchase Journey, Privacy Choices, and Advertising Strategies
  SSRN Electronic Journal, Vol. 49

Volume 40, Issue 5

September-October 2021

Pages 813-1007, ii

Article Information

Supplemental Material

Metrics

Information

Received:April 22, 2019
Accepted:December 03, 2020
Published Online:August 19, 2021

Cite as

Jiwoong Shin , Jungju Yu (2021) Targeted Advertising and Consumer Inference. Marketing Science 40(5):900-922.

https://doi.org/10.1287/mksc.2021.1284

Keywords

PDF download

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Available Issues

Targeted Advertising and Consumer Inference

Supplemental Material

Volume 40, Issue 5

Article Information

Supplemental Material

Metrics

Information

Cite as

Keywords

Sign Up for INFORMS Publications Updates and News