Online Advertising Incrementality Testing And Experimentation-Reference-Cited by-同舟云学术

Online Advertising Incrementality Testing And Experimentation

Published:2021-08-14 Issue: Volume: Page:
ISSN:
Container-title:Proceedings of the 27th ACM SIGKDD Conference on Knowledge Discovery & Data Mining
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Author:

Barajas Joel¹,Bhamidipati Narayan¹,Shanahan James G.²

Affiliation:

1. Yahoo Research & Verizon Media, Sunnyvale, CA, USA

2. Church and Duncan Group Inc, UC Berkeley, San Francisco, CA, USA

Publisher

ACM

Link

https://dl.acm.org/doi/pdf/10.1145/3447548.3470819

Reference10 articles.

1. Synthetic control methods for comparative case studies: Estimating the effect of California's tobacco control program;Abadie Alberto;Journal of the American statistical Association,2010

2. Experimental designs and estimation for online display advertising attribution in marketplaces;Barajas Joel;Marketing Science,2016

3. Joel Barajas Tom Zidar and Mert Bay. 2020. Advertising Incrementality Measurement using Controlled Geo-Experiments: The Universal App Campaign Case Study. (2020).

4. Consumer heterogeneity and paid search effectiveness: A large-scale field experiment;Blake Thomas;Econometrica,2015

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2. Online Advertising Incrementality Testing: Practical Lessons, Paid Search and Emerging Challenges;Lecture Notes in Computer Science;2022

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