Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces

Online Display Advertising’s importance as a marketing channel is partially due to its ability to attribute conversions to campaigns. Current industry practice to measure ad effectiveness is to run randomized experiments using placebo ads, assuming external validity for future exposures. We identify...

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Veröffentlicht in:	Marketing science (Providence, R.I.) R.I.), 2016-05, Vol.35 (3), p.465-483
Hauptverfasser:	Barajas, Joel, Akella, Ram, Holtan, Marius, Flores, Aaron
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising campaigns Bayesian estimation Causality Design of experiments Distribution channels econometrics experimental design field experiments Online advertising Studies user targeting
Online-Zugang:	Volltext
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