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Do display ads influence search? Attribution and dynamics in online advertising

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  • Kireyev, Pavel
  • Pauwels, Koen
  • Gupta, Sunil

Abstract

As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for synergy or dynamics. These issues can easily lead firms to overspend on some actions and thus waste money and/or underspend in others, leaving money on the table.

Suggested Citation

  • Kireyev, Pavel & Pauwels, Koen & Gupta, Sunil, 2016. "Do display ads influence search? Attribution and dynamics in online advertising," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 475-490.
    • Handle: RePEc:eee:ijrema:v:33:y:2016:i:3:p:475-490
    DOI: 10.1016/j.ijresmar.2015.09.007
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    References listed on IDEAS

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