Beyond the Last Touch: Attribution in Online Advertising
Author:
Affiliation:
1. Marketing Department, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Subject
Marketing,Business and International Management
Reference27 articles.
1. Skewed Bidding in Pay-per-Action Auctions for Online Advertising
2. Mapping the customer journey: Lessons learned from graph-based online attribution modeling
3. Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces
4. Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment
5. Dynamics of bid optimization in online advertisement auctions
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