Real-Time Bidding Advertising: Surprising or Irritating?

Real-time bidding (RTB) is a big-data analysis process supported by technology and algorithms intended to deliver the right digital advertisement to the right consumer at the right time. It is characterized by extreme personalization and behavioral retargeting and is gaining in popularity among brands and advertisers. However, while RTB advertising is gaining popularity among incumbent brands and advertisers, webpage publishers and advertisers are investing heavily in RTB technology platforms and processes without understanding the RTB ad experience for the user. To address this gap, this paper employs both qualitative and quantitative methods to first identify key attributes of the RTB ad experience, and then build a predictive model to focus on RTB click-through, a key ad effectiveness indicator. Our model analysis results show that an RTB ad triggers both surprise and irritation in internet users, which affects the intention to click the ad. Furthermore, the results indicate that relevance is a key attribute of a successful RTB ad. With these findings, we offer insight in the RTB process and its effect on Internet users.

Technology, Power, Subjectivity: Case of New Reproductive Technologies and Women’s Bodies

Technology, like science, is often seen as augmenting the masculinist project of the domination and control of women and nature. Therefore, feminists have long indulged themselves with questions around technology, especially looking at the impact of new technologies on women’s lives. Technology, being a form of knowledge and discourse in itself, is often imbued with the power to control bodies. With the increasing use of New Reproductive Technologies, which make women’s bodies their primary site, the feminists’ debate around its relation to women’s bodies have increased. Taking the theoretical ideas behind such arguments and looking at differences in contexts, it is imperative to elaborate on the constitution of women “subjects” through such technologies. Re-analysing such debates may throw some ideas on how women subjectivities are constituted differently across contexts, and it will also make us realize how technologies may get entangled with social evils like class, caste, religion, and gender.

Using a Responsive Interactive Program to Enhance Daily Travel Feedback

The purpose of this paper is to explore how individuals responded to a robust and interactive daily travel feedback program. Fifty individuals from the Moscow, Idaho, area participated in a before-and-after study using an Android-based device that continuously logged their physical movement. All participants subsequently received an email each day linking them to a website that showed one-to-five trips, predicted their mode of travel and trip purpose, and asked specific questions related to their daily travel. Based on the cumulative results of this study, participants reacted favorably to the ease of use; visual feedback; and information related to travel time, associated costs, and energy usage. Although the travel feedback program did not influence a dramatic change in travel behavior or mode during this two-week study, the lessons learned regarding methodology and implementation provide researchers and practitioners with valuable insight for future travel feedback or user nudging studies.