TY - JOUR
T1 - User-Centric Behavioral Tracking
T2 - Lessons from Three Case Studies with Do-It-Yourself Computational Pipelines
AU - Zhou, Alvin
AU - Metaxa, Danaë
AU - Kim, Young Mie
AU - Jaidka, Kokil
N1 - Publisher Copyright:
© Copyright © 2024, American Academy of Advertising.
PY - 2024
Y1 - 2024
N2 - User-centric behavioral tracking, a cutting-edge computational social science tool, holds tremendous promise for advertising research. The article introduces the technique and presents three do-it-yourself (DIY) case studies in which researchers develop tracking applications and platforms, build infrastructures that host participants, maintain computational pipelines logging user behavior and content exposure, and manage logistical “ins and outs” such as onboarding, offboarding, and compensations all by themselves. We share our lessons, discuss challenges ahead for DIY user-centric behavioral tracking, and advocate for computational advertising scholars to become pioneers in this emerging body of work.
AB - User-centric behavioral tracking, a cutting-edge computational social science tool, holds tremendous promise for advertising research. The article introduces the technique and presents three do-it-yourself (DIY) case studies in which researchers develop tracking applications and platforms, build infrastructures that host participants, maintain computational pipelines logging user behavior and content exposure, and manage logistical “ins and outs” such as onboarding, offboarding, and compensations all by themselves. We share our lessons, discuss challenges ahead for DIY user-centric behavioral tracking, and advocate for computational advertising scholars to become pioneers in this emerging body of work.
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U2 - 10.1080/00913367.2024.2403613
DO - 10.1080/00913367.2024.2403613
M3 - Article
AN - SCOPUS:85206392864
SN - 0091-3367
VL - 53
SP - 791
EP - 809
JO - Journal of Advertising
JF - Journal of Advertising
IS - 5
ER -