Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces
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DOI: 10.1287/mksc.2016.0982
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References listed on IDEAS
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Cited by:
- Du, Ruihuan & Zhong, Yu & Nair, Harikesh S. & Cui, Bo & Shou, Ruyang, 2019. "Causally Driven Incremental Multi Touch Attribution Using a Recurrent Neural Network," Research Papers 3761, Stanford University, Graduate School of Business.
- Brett R Gordon & Kinshuk Jerath & Zsolt Katona & Sridhar Narayanan & Jiwoong Shin & Kenneth C Wilbur, 2019. "Inefficiencies in Digital Advertising Markets," Papers 1912.09012, arXiv.org, revised Feb 2020.
- Daniel Zantedeschi & Eleanor McDonnell Feit & Eric T. Bradlow, 2017. "Measuring Multichannel Advertising Response," Management Science, INFORMS, vol. 63(8), pages 2706-2728, August.
- Pradeep Chintagunta & Dominique M. Hanssens & John R. Hauser, 2016. "Editorial—Marketing Science and Big Data," Marketing Science, INFORMS, vol. 35(3), pages 341-342, May.
- Ron Berman, 2018. "Beyond the Last Touch: Attribution in Online Advertising," Marketing Science, INFORMS, vol. 37(5), pages 771-792, September.
- Lukáš Kakalejč & Jozef Bucko & Paulo A. A. Resende & Martina Ferencova, 2018. "Multichannel Marketing Attribution Using Markov Chains," Journal of Applied Management and Investments, Department of Business Administration and Corporate Security, International Humanitarian University, vol. 7(1), pages 49-60, February.
- Tesary Lin & Sanjog Misra, 2020. "The Identity Fragmentation Bias," Papers 2008.12849, arXiv.org, revised Feb 2021.
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Keywords
online advertising; experimental design; user targeting; field experiments; Bayesian estimation; econometrics;All these keywords.
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