# A Dynamic Model for Digital Advertising: The Effects of Creative Format, Message Content, and Targeting on Engagement

> Research article (Journal of Marketing Research, 2016) · cited 161× · AI/ML

**Wikidata**: [openalex:W2408075075](https://www.wikidata.org/wiki/openalex:W2408075075)  
**Source**: https://4ort.xyz/entity/a-dynamic-model-for-digital-advertising-the-effects-of-creative-format-message-content-and-targeting-on-engagement