Ewa Maslowska, Associate Professor
Advertising and Institute of Communications Research
Why do ads follow you around and why does it feel like the ads you see are for stuff you just talked about with your friends? In this session we will discuss how ads are targeted to you; what role algorithms play in the creation and delivery of digital ads, and how the traces of your (digital) activity are used to make ads more effective. We will also talk about consumers’ theories of advertising, as well as some ethical and legal issues involved in the current advertising’s reliance on algorithms.
Ewa Maslowska’s research centers around marketing communication and consumer behavior, specifically consumer-brand interactions in the context of new technologies. Ewa uses experiments and digital-trace data to study the effects of personalization, algorithmic recommendations, and electronic word of mouth on consumers’ attention, perceptions, and decision making. Her focus is on conducting research that advances theory and produces actionable insights. She has been published in the International Journal of Advertising, Computers in Human Behavior, Journal of Marketing Management, Decision Support Systems, and Journal of Service Management, among others.
