Yom-Tov, Rothschild) Nudging people towards vaccination is an important public health goal which has received significant attention over the years. Here we focused on methods for finding people to whom vaccine ads should be shown.
One way to increase vaccination coverage is through online advertising that is designed to raise awareness of vaccines and inform people of their necessity. In internet marketing, search advertising is a method of placing online advertisements on web pages that show results from search engine queries, where keywords indicate inferred user needs and demographics. As this paper shows, most commercial vaccine advertising works to nudge people to use specific vaccine types or vaccine providers, with the assumption they are already in the conversion funnel . The research here focuses on an example of indirect sales , involving people at the very top of the funnel who are unaware of a relevant vaccine (or even the disease). The question being asked is: is