Journal of Interactive Advertising

Artificial intelligence (AI) disclosure in advertising is increasingly common, yet prior research reports mixed findings, with evidence of both favorable and unfavorable consumer responses. Drawing on schema congruity theory, this research proposes that brand age represents an important but overlooked boundary condition of consumer responses to AI disclosure. Three experiments demonstrate that AI…

On online video streaming platforms, consumers are often forced to watch multiple in-stream ads, which increases perceived intrusiveness. To mitigate the negative effects, prior research has examined several forms of ad customization, including attribute-selective, brand-selective, and attribute-constructive approaches. However, none fully meet the needs of consumers, advertisers, and platforms. …

Online sports betting has been increasingly used thanks to online betting sites’ excessive marketing and advertising. Two between-subjects experimental studies tested how the presence of celebrities or betting inducements on social media advertisements influences consumer attitudes and behaviors. Results show that celebrity endorsements and inducements independently affect attitudes and behaviors…

In this essay, I explore the defining features of Generation Alpha, the generation of children born between 2010 and 2025, to better understand the implications for advertising practices. Generation Alpha children are growing up with digital market spaces and tend to prefer digital activities over outdoor play. The complex digital media environment they navigate presents several challenges, which…

We offer a retrospective on interactive advertising research by first examining the topics addressed in the Journal of Interactive Advertising (JIA) in three respects: (1) how they align with the journal’s editorial mission, (2) how different they are from adjacent journals and (3) how they mirror key evolutions in advertising practice. We screened the focal research topics of 1380 articles publi…

Interactive advertising has transformed the relation between consumers and advertisers, with data collection and processing now at its core. Dataveillance—the automated tracking and analysis of large volumes of digital traces—plays a crucial role in enhancing personalization in interactive advertising. However, the increasing reliance on dataveillance raises significant concerns, including impact…

The use of generative artificial intelligence (GAI) for advertising is raising issues around ethics and transparency. This type of AI adds an extra manipulative layer to advertisements because it makes it harder for consumers to determine whether elements of an ad are real or AI-generated. This study aims to explore the effect of AI disclosures in GAI-created advertisements on trust in the advert…

In an effort to sell, advertisers track our needs, preferences, and online behaviors. The continuous collection of big volumes of data results in the so-called dataveillance. Guided by the transparency-awareness-control framework and privacy management theory, the current study aims to provide insights into consumers’ thought processes as they determine if, when, and what types of dataveillance a…