Impact of cross-device sequence on ad avoidance in online behavioral advertising

Purpose This study aims to examine how the sequence of cross-device online behavioral advertising (OBA) affects ad avoidance, drawing on communication privacy management (CPM) theory. It explores perceived privacy invasiveness as a mediator and cross-platform delivery as a moderator. Design/methodology/approach Two experiments were conducted. Experiment 1 assessed the impact of cross-device sequence on perceived privacy invasiveness and ad avoidance. Experiment 2 investigated how cross-platform transfer moderates the relationship between sequence and perceived privacy invasiveness. Findings When OBA shifts from smartphone to computer, the change from a device with higher self-connection to one with lower self-connection disrupts privacy boundaries, increasing privacy invasiveness and ad avoidance. Conversely, OBA flowing from computer to smartphone maintains stable privacy boundaries, reducing perceived privacy invasiveness and ad avoidance. Moreover, when OBA occurs across different (vs the same) platforms, the turbulence between the collective privacy boundaries of the two platforms strengthens (vs weakens) the relationship between cross-device sequence and perceived privacy invasiveness. Research limitations/implications This study contributes to a deeper understanding of the factors influencing OBA avoidance, offering valuable insights into consumer privacy boundary management and advancing theoretical frameworks. Practical implications Advertisers should optimize sequences across devices to reduce avoidance and minimize cross-platform transfer to avoid heightened privacy concerns from information transfer between platforms. Originality/value This study offers novel insights into how device sequence affects OBA avoidance, integrating CPM theory. It explores the underexamined role of cross-platform transfer in shaping privacy perceptions, contributing new theoretical perspectives to digital advertising.