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Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces

  • Published:2016-05 Issue:3 Volume:35 Page:465-483
  • ISSN:0732-2399
  • Container-title:Marketing Science
  • language:en
  • Short-container-title:Marketing Science

Author:

Barajas Joel,Akella Ram,Holtan Marius,Flores Aaron

Publisher

Institute for Operations Research and the Management Sciences (INFORMS)

Subject

Marketing,Business and International Management

Reference21 articles.

1. Web-scale user modeling for targeting

2. Berman R (2015) Beyond the last touch: Attribution in online advertising. Working paper, University of Pennsylvania, Philadelphia.

3. Why marketplace experimentation is harder than it seems

4. Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment

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2. Correlated Cluster-Based Randomized Experiments: Robust Variance Minimization;Management Science;2023-08-07

3. Inferno: A guide to field experiments in online display advertising;Journal of Economics & Management Strategy;2023-03-23

4. Optimizing Reserve Prices in Display Advertising Auctions;SSRN Electronic Journal;2023

5. CausalMTA: Eliminating the User Confounding Bias for Causal Multi-touch Attribution;Proceedings of the 28th ACM SIGKDD Conference on Knowledge Discovery and Data Mining;2022-08-14
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