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Online advertising research reveals key insights for future marketing strategies.

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A Decade of Online Advertising Research: What We Learned and What We Need to Know
Yuping Liu–Thompkins

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Online advertising has changed a lot in the past decade, and researchers have studied over 300 articles to understand it better. They looked at things like how effective online ads are, how they work, what makes them creative, and how personalization and search ads play a role. They found some gaps in what we know and suggested new questions for future research.