Transforming Online Advertising

Online advertising becomes more and more economically important, as it enables several Internet-based services and provides firms with the possibility to globally reach a broad range of consumers. Despite its huge significance, the whole industry is currently exposed to severe challenges concerning the ad delivery process, as click-through rates are declining rapidly, risking the effectiveness of online advertising and thus also the ad dependent business models, which contributed decisively to latest innovations in IS. To bridge the gap between the advertising industry and the consumer, we conducted a literature review on the most important IS and Marketing journals and conferences, to summarize the current evolution of online advertising research and, in a second step, to identify research gaps that need to be filled in the course of this dissertation. Therefore, we mainly base on mixed methods approaches involving QCA to identify the actual effects online advertising has on the consumers and on organizations.