Leveraging User Data to Investigate the Effectiveness of Interstitial Ads in Mobile Game Applications: Evidence From a Field Experiment

Based on a randomized field experiment, this research demonstrates the superiority of interstitial ads over the traditional banner format in terms of profitability for app developers, despite their adverse effect on user engagement.



Citation:

Jamel Khenfer (2021) ,"Leveraging User Data to Investigate the Effectiveness of Interstitial Ads in Mobile Game Applications: Evidence From a Field Experiment", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 250-251.

Authors

Jamel Khenfer, Zayed University



Volume

NA - Advances in Consumer Research Volume 49 | 2021



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