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For this Speaker's Box, we've asked three researchers and thought leaders for their views on the need for a more standardized typology for Internet advertising: Dr. Colin Campbell is a researcher who examines consumer-generated advertising, social media, and consumer engagement. In particular, he has a research and teaching interest in how the Internet affects consumer response to online advertising. Dr. Justin Cohen's background with the Ehrenberg-Bass Institute brings a strong industry focus. Dr. Junzhao Ma completes the trio with his experience as-and insight into-big-data marketing analysis and research. In the words that follow, Drs. Campbell, Cohen, and Ma pool their intellectual-capital resources to explain the rationale for standardizing Internet advertising terminology and provide a number of useful best-practice examples. Douglas West Professor of Marketing, King's College London Executive Editor, Journal of Advertising Research
Campbell et al. (Sat,) studied this question.
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