Online Advertising Incrementality Testing And Experimentation
Author:
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.
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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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