https://www.fox.temple.edu/sites/fox/files/targeting-crowdout-jmr19.pdf
In Study 2, we conduct another randomized field experiment with the e-book app retailer to investigate whether search activity can explain these results. We were able to collect more detailed “tapstream” data that allowed us to examine the relationship between search activity and targeting spillovers.
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https://news.temple.edu/news/2025-09-05/distracted-viewers-can-be-prime-targets-ads-temple-study-finds
To test this, the researchers created a custom app for the more than 600 participants in which they solved an anagram puzzle while occasionally being served pop-up ads. The participants were also asked to simultaneously watch a 14-minute clip of an NFL game on TV.
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https://www.fox.temple.edu/sites/fox/files/SHMM_isre.2018.0831.pdf
Low engagement rates and high attrition rates have been formidable challenges to mobile apps and their long-term success, especially for those whose revenues derive mainly from in-app purchases.