Gumilevskaya, Sofia, Joseph Devlin, Daniel Richardson, Habiba Diab, Zutao Liu, and Phoebe Casey-Miller. “Addressable TV Advertising Enhances Advertising Effectiveness”. Organizations and Markets in Emerging Economies 14, no. 2(28) (July 13, 2023): 386–411. Accessed April 20, 2025. https://www.zurnalai.vu.lt/omee/article/view/29917.