Combining Ad Targeting Techniques: Evidence from a Field Experiment in the Auto Industry
Published Online:5 Feb 2025https://doi.org/10.1287/mnsc.2023.02310
Supplemental Material
The replication files for this article are available HERE.
- Cited by
- 2 May 2026 | Journal of the Academy of Marketing Science, Vol. 63
- 5 May 2026 | Journal of Promotion Management, Vol. 32, No. 2
Volume 71, Issue 10
October 2025
Pages 8097-8993, iv-vi
Article Information
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- Received:July 26, 2023
- Accepted:October 11, 2024
- Published Online:February 05, 2025
Copyright © 2025, INFORMS
Cite as
Albert Valenti, Chadwick J. Miller, Catherine E. Tucker (2025) Combining Ad Targeting Techniques: Evidence from a Field Experiment in the Auto Industry. Management Science 71(10):8586-8603.
https://doi.org/10.1287/mnsc.2023.02310
Keywords
The authors thank Carlos García-Pont for easing the access to the partner firm that granted us the primary data of the paper; Maria del Mar Puigferrat for amazing research assistantship; and the participants of the 2023 INFORMS Marketing Science Conference for feedback. C. J. Miller’s current affiliation is Marketing, IESE Business School, University of Navarra, Barcelona 08034, Spain.
