Is first- or third-party audience data more effective for reaching the ‘right’ customers? The case of IT decision-makers
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DOI: 10.1007/s11129-023-09268-7
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More about this item
Keywords
Digital targeting; User profiling; Data brokers; Third-party data;All these keywords.
JEL classification:
- M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
- L8 - Industrial Organization - - Industry Studies: Services
Statistics
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