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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

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  1. Carlos Fernández-Loría & Foster Provost, 2022. "Causal Decision Making and Causal Effect Estimation Are Not the Same…and Why It Matters," INFORMS Joural on Data Science, INFORMS, vol. 1(1), pages 4-16, April.
  2. 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.
  3. George Gui & Harikesh Nair & Fengshi Niu, 2021. "Auction Throttling and Causal Inference of Online Advertising Effects," Papers 2112.15155, arXiv.org, revised Feb 2022.
  4. Nathan Kallus & Angela Zhou, 2021. "Minimax-Optimal Policy Learning Under Unobserved Confounding," Management Science, INFORMS, vol. 67(5), pages 2870-2890, May.
  5. Brett R. Gordon & Robert Moakler & Florian Zettelmeyer, 2023. "Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement," Marketing Science, INFORMS, vol. 42(4), pages 768-793, July.
  6. Goic, Marcel & Rojas, Andrea & Saavedra, Ignacio, 2021. "The Effectiveness of Triggered Email Marketing in Addressing Browse Abandonments," Journal of Interactive Marketing, Elsevier, vol. 55(C), pages 118-145.
  7. Wendy Netter Epstein & Christopher T. Robertson & David Yokum & Hansoo Ko & Kevin H. Wilson & Monica Ramos & Katherine Kettering & Margaret Houtz, 2022. "Can moral framing drive insurance enrollment in the United States?," Journal of Empirical Legal Studies, John Wiley & Sons, vol. 19(4), pages 804-843, December.
  8. Raul Tarazona-Montoya & Carlos Devece & Carlos Llopis-Albert & Sergio García-Agreda, 2024. "Effectiveness of digital marketing and its value in new ventures," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2839-2862, December.
  9. Tobias Regner, 2021. "Crowdfunding a monthly income: an analysis of the membership platform Patreon," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(1), pages 133-142, March.
  10. He, Junnan & Calder, Bobby J., 2020. "The experimental evaluation of brand strength and brand value," Journal of Business Research, Elsevier, vol. 115(C), pages 194-202.
  11. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
  12. E. Mitchell Church, 2024. "The one to watch: Heuristic Determinants of Viewership among Influential Twitch Streamers," Electronic Commerce Research, Springer, vol. 24(3), pages 1795-1820, September.
  13. William K. Darley & Jeen-Su Lim, 2023. "Advertising creativity and its effects: a meta-analysis of the moderating role of modality," Marketing Letters, Springer, vol. 34(1), pages 99-111, March.
  14. Caio Waisman & Navdeep S. Sahni & Harikesh S. Nair & Xiliang Lin, 2019. "Parallel Experimentation and Competitive Interference on Online Advertising Platforms," Papers 1903.11198, arXiv.org, revised Feb 2024.
  15. Sarah Tahamont & Zubin Jelveh & Aaron Chalfin & Shi Yan & Benjamin Hansen, 2019. "Administrative Data Linking and Statistical Power Problems in Randomized Experiments," NBER Working Papers 25657, National Bureau of Economic Research, Inc.
  16. Matthew McGranaghan & Jura Liaukonyte & Kenneth C. Wilbur, 2022. "How Viewer Tuning, Presence, and Attention Respond to Ad Content and Predict Brand Search Lift," Marketing Science, INFORMS, vol. 41(5), pages 873-895, September.
  17. Xinlei (Jack) Chen & Xiaohua Zeng & Cheng Zhang, 2023. "Does Concealing Gender Identity Help Women Win the Competition? An Empirical Investigation into Online Video Games," Marketing Science, INFORMS, vol. 42(3), pages 551-568, May.
  18. Bashirzadeh, Yashar & Mai, Robert & Faure, Corinne, 2022. "How rich is too rich? Visual design elements in digital marketing communications," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 58-76.
  19. Dennis J. Zhang & Hengchen Dai & Lingxiu Dong & Qian Wu & Lifan Guo & Xiaofei Liu, 2019. "The Value of Pop-Up Stores on Retailing Platforms: Evidence from a Field Experiment with Alibaba," Management Science, INFORMS, vol. 65(11), pages 5142-5151, November.
  20. Ron Berman & Yuval Heller, 2020. "Naive analytics equilibrium," Papers 2010.15810, arXiv.org, revised Apr 2021.
  21. Susan Athey & Kristen Grabarz & Michael Luca & Nils Wernerfelt, 2023. "Digital public health interventions at scale: The impact of social media advertising on beliefs and outcomes related to COVID vaccines," Proceedings of the National Academy of Sciences, Proceedings of the National Academy of Sciences, vol. 120(5), pages 2208110120-, January.
  22. Yashar Bashirzadeh & Robert Mai & Corinne Faure, 2022. "How rich is too rich? Visual design elements in digital marketing communications," Grenoble Ecole de Management (Post-Print) hal-03603041, HAL.
  23. Paul B. Ellickson & Wreetabrata Kar & James C. Reeder, 2023. "Estimating Marketing Component Effects: Double Machine Learning from Targeted Digital Promotions," Marketing Science, INFORMS, vol. 42(4), pages 704-728, July.
  24. Susan Athey & Kristen Grabarz & Michael Luca & Nils Wernerfelt, 2022. "The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs," Papers 2206.10214, arXiv.org.
  25. Thomas W. Frick & Rodrigo Belo & Rahul Telang, 2023. "Incentive Misalignments in Programmatic Advertising: Evidence from a Randomized Field Experiment," Management Science, INFORMS, vol. 69(3), pages 1665-1686, March.
  26. Sridhar Moorthy & Shervin Shahrokhi Tehrani, 2023. "Targeting Advertising Spending and Price on the Hotelling Line," Marketing Science, INFORMS, vol. 42(6), pages 1057-1079, November.
  27. Ron Berman & Christophe Van den Bulte, 2022. "False Discovery in A/B Testing," Management Science, INFORMS, vol. 68(9), pages 6762-6782, September.
  28. Amelie Griesoph & Stefan Hoffmann & Christine Merk & Katrin Rehdanz & Ulrich Schmidt, 2021. "Guess What …?—How Guessed Norms Nudge Climate-Friendly Food Choices in Real-Life Settings," Sustainability, MDPI, vol. 13(15), pages 1-18, August.
  29. David Rhys Bernard & Gharad Bryan & Sylvain Chabé-Ferret & Jonathan de Quidt & Jasmin Claire Fliegner & Roland Rathelot, 2023. "How Much Should We Trust Observational Estimates? Accumulating Evidence Using Randomized Controlled Trials with Imperfect Compliance," Working Papers 976, Queen Mary University of London, School of Economics and Finance.
  30. George Z. Gui, 2020. "Combining Observational and Experimental Data to Improve Efficiency Using Imperfect Instruments," Papers 2010.05117, arXiv.org, revised Dec 2023.
  31. Campbell, Colin & Runge, Julian & Bates, Kenneth & Haefele, Stacey & Jayaraman, Neeraj, 2022. "It’s time to close the experimentation gap in advertising: Confronting myths surrounding ad testing," Business Horizons, Elsevier, vol. 65(4), pages 437-446.
  32. Ratchford, Brian & Soysal, Gonca & Zentner, Alejandro & Gauri, Dinesh K., 2022. "Online and offline retailing: What we know and directions for future research," Journal of Retailing, Elsevier, vol. 98(1), pages 152-177.
  33. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
  34. Weijia Dai & Hyunjin Kim & Michael Luca, 2023. "Frontiers: Which Firms Gain from Digital Advertising? Evidence from a Field Experiment," Marketing Science, INFORMS, vol. 42(3), pages 429-439, May.
  35. Min Tian & Paul R. Hoban & Neeraj Arora, 2024. "What Cookie-Based Advertising Effectiveness Fails to Measure," Marketing Science, INFORMS, vol. 43(2), pages 407-418, March.
  36. Yashar Bashirzadeh & Robert Mai & Corinne Faure, 2022. "How rich is too rich? Visual design elements in digital marketing communications," Post-Print hal-03603041, HAL.
  37. Brett R. Gordon & Robert Moakler & Florian Zettelmeyer, 2023. "Predictive Incrementality by Experimentation (PIE) for Ad Measurement," Papers 2304.06828, arXiv.org.
  38. Hervet, Guillaume & Guitart, Ivan A., 2022. "Increasing the effectiveness of display social media ads for startups: The role of different claims and executional characteristics," Journal of Business Research, Elsevier, vol. 153(C), pages 467-478.
  39. Andre Veiga & Tommaso Valletti, 2020. "Attention, recall and purchase: Experimental evidence on online news and advertising," Working Papers 20-15, NET Institute.
  40. Michael Thomas, 2020. "Spillovers from Mass Advertising: An Identification Strategy," Marketing Science, INFORMS, vol. 39(4), pages 807-826, July.
  41. Jian Pei, 2020. "A Survey on Data Pricing: from Economics to Data Science," Papers 2009.04462, arXiv.org, revised Nov 2020.
  42. Caio Waisman & Brett R. Gordon, 2023. "Multi-cell experiments for marginal treatment effect estimation of digital ads," Papers 2302.13857, arXiv.org, revised Jan 2024.
  43. Christina Uhl & Nadia Abou Nabout & Klaus Miller, 2020. "How Much Ad Viewability is Enough? The Effect of Display Ad Viewability on Advertising Effectiveness," Papers 2008.12132, arXiv.org.
  44. George Z. Gui, 2024. "Combining Observational and Experimental Data to Improve Efficiency Using Imperfect Instruments," Marketing Science, INFORMS, vol. 43(2), pages 378-391, March.
  45. Manuela Fritz & Michael Grimm & Ingmar Weber & Elad Yom-Tov & Benedictus Praditya, 2022. "Uncover your risk! Using Facebook to increase personal risk awareness and screening of type 2 diabetes in Indonesia," Working Papers 221, Bavarian Graduate Program in Economics (BGPE).
  46. Haupt, Johannes & Jacob, Daniel & Gubela, Robin M. & Lessmann, Stefan, 2019. "Affordable Uplift: Supervised Randomization in Controlled Exprtiments," IRTG 1792 Discussion Papers 2019-026, Humboldt University of Berlin, International Research Training Group 1792 "High Dimensional Nonstationary Time Series".
  47. Garrett Johnson & Julian Runge & Eric Seufert, 2022. "Privacy-Centric Digital Advertising: Implications for Research," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 9(1), pages 49-54, June.
  48. Jingwen Zhang & Yifang Chen & Amandeep Singh, 2022. "Causal Bandits: Online Decision-Making in Endogenous Settings," Papers 2211.08649, arXiv.org, revised Feb 2023.
  49. Johannes Hermle & Giorgio Martini, 2022. "Valid and Unobtrusive Measurement of Returns to Advertising through Asymmetric Budget Split," Papers 2207.00206, arXiv.org.
  50. Brett R. Gordon & Robert Moakler & Florian Zettelmeyer, 2022. "Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement," Papers 2201.07055, arXiv.org, revised Oct 2022.
  51. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
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