Abstract
ABSTRACT Due to the rapid proliferation in the algorithm-driven online tracking and profiling infrastructure, and the increasing business potential of online behavioral advertising, researchers from various disciplines are attracted to the growing body of knowledge on the phenomenon. Although the literature on online behavioral advertising is accumulating, the stream of research is still in the development stage, hence is highly fragmented. This paper aims to review, organize, and integrate the literature on online behavioral advertising and assess the-state-of-the-art in order to facilitate future research. The review covers 80 peer-reviewed journal articles from 47 scholarly journals published between 2000 and 2018. The resulting framework summarizes the progress in online behavioral advertising research and provides future research directions.
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