Two Decades of Ducoffe’s Web Advertising Model Research: A Hybrid Review and Research Agenda Using TACI Framework

Research on Ducoffe’s Web Advertising Model spans diverse contexts and rapidly changing digital channels, yet the literature remains fragmented and lacks a comprehensive, theory-driven synthesis. This review addresses these gaps by systematically consolidating two decades of research (1995–2024), integrating bibliometric mapping and thematic analysis within the Target-Antecedent-Consequence-Intervention (TACI) framework. We identify key antecedents (informativeness, entertainment, credibility, personalization), explore context-sensitive extensions, and critically evaluate methodological and empirical trends. Theoretical contributions include clarifying the model’s conceptual boundaries, resolving inconsistencies across studies, and proposing directions for future empirical work. Practically, the review delivers actionable guidance demonstrating how ad value drivers vary by platform, audience, and format, and outlining evidence-based strategies for personalization, trust-building, campaign adaptation, and balancing engagement with irritation. These insights support both ongoing academic inquiry and managerial decision-making in digital advertising.