Research Article
The Attitude toward The Programmatic Advertising on Click-Through Intention
@INPROCEEDINGS{10.4108/eai.7-10-2021.2316147, author={Meidy Nurindah Hasri and Noemi Silva and Yosef Budi Susanto and P. M. Winarno}, title={The Attitude toward The Programmatic Advertising on Click-Through Intention}, proceedings={Proceedings of the 4th International Conference of Economics, Business, and Entrepreneurship, ICEBE 2021, 7 October 2021, Lampung, Indonesia}, publisher={EAI}, proceedings_a={ICEBE}, year={2022}, month={4}, keywords={programmatic advertising personalised advertising click through intention personalization}, doi={10.4108/eai.7-10-2021.2316147} }- Meidy Nurindah Hasri
Noemi Silva
Yosef Budi Susanto
P. M. Winarno
Year: 2022
The Attitude toward The Programmatic Advertising on Click-Through Intention
ICEBE
EAI
DOI: 10.4108/eai.7-10-2021.2316147
Abstract
A new system called programmatic advertising has had a very high adoption rate. The problem is the lack of advertisers' education about programmatic advertising. The majority of those are due to retargeting or acquisition. Retargeting is an output from processing user personal data. This study was conducted on 110 respondents using simple random sampling that used a quantitative approach and SEM-PLS data analysis. This study explains 55,4% of the variance on click through intention. The result of modelling and hypothesis test is discovering the variables that perform the most to increase the attitude and intention of user through personalized advertising. The conclusion is advertiser most likely consider the attitude variable towards click through intention. The second highest level of importance is the intrusive variable on attitude. The third highest importance value is indirect surprise to click through intention through attitude. And the forth is surprise to personalization perception.
