全球數位廣告支出逐年增長，許多企業皆投入相當大的預算於廣告投放上。而現今企業及廣告商皆會透過第三方Cookie來搜集用戶行為及興趣來進行精準投放，此種廣告投放方式即為在線行為廣告，然而此行為也引發消費者對個人隱私外洩的隱憂，使得第三方Cookie被迫退出廣告市場。另外，現今網路用戶媒體使用行為逐漸產生變化，多數使用者會同時使用兩種以上的媒體來進行多任務處理。因此，基於該行為及為因應Cookie退場，同步廣告此種新型態的廣告投放方式逐漸興起。而過去研究鮮少針對同步廣告及在線行為廣告兩種廣告策略進行廣告效果之比較，並將隱私問題及產品類別加入討論，因此本研究將此作為研究缺口，並進行深入之探討。

本研究藉由網路問卷調查來探討新型態跨媒體應用的同步廣告及透過追蹤用戶數據來推播廣告的在線行為廣告，此兩種不同類型的個人化廣告策略對於廣告效果的影響及差異，並進一步探討隱私問題是否對此兩種廣告策略產生中介效果，以及產品類別是否會調節兩種個人化廣告與廣告效果間的關係。

研究結果顯示，同步廣告及在線行為廣告對廣告效果具有顯著的差異。然而，隱私問題對於此兩種個人化廣告策略來說，並不會影響其對廣告效果的表現；再者，產品類別對該兩種廣告策略及廣告效果間並不存在調節效果。因此，針對以上結果，本研究為學者和廣告商提供更深層次的建議，以協助他們於未來的研究及行銷規劃中帶來更佳的表現。

Global digital advertising spending has been increasing year by year, with many companies allocating a considerable budget to advertising. Nowadays, businesses and advertisers collect user behavior and interests through third-party cookies for precise targeting, a strategy known as behavioral advertising. However, this behavior also raises concerns about personal privacy, leading to the withdrawal of third-party cookies from the advertising market. Additionally, with the increasing trend of internet users using multiple media simultaneously, synchronous advertising, a new type of advertising, is gradually emerging as a response to the withdrawal of cookies.

Past studies have rarely compared the advertising effectiveness of synced advertising and behavioral advertising strategies, nor have they discussed privacy issues or product categories. Therefore, this study aimed to investigate this research gap in-depth through an online survey to compare the effects and differences of synced advertising and behavioral advertising strategies on advertising effectiveness, and to explore whether privacy concerns mediate the effects of these two advertising strategies and whether product categories moderate the relationship between personalized advertising and advertising effectiveness.

The results showed that there were significant differences in advertising effectiveness between synced advertising and behavioral advertising. However, privacy concerns did not affect the performance of these two personalized advertising strategies on advertising effectiveness, and product categories did not moderate the relationship between these two advertising strategies and advertising effectiveness. Therefore, this study provides deeper insights and recommendations for scholars and advertisers to improve their performance in future research and marketing planning.

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