Bypassing Performance Optimizers of Real Time Bidding Systems in Display Ad Valuation

References

• Abhishek V, Hosanagar K (2013) Optimal bidding in multi-item multi-slot sponsored search auctions. Oper. Res. 61(4):855–873.Link, Google Scholar
• Abhishek V, Hosanagar K, Fader PS (2015) On aggregation bias in sponsored search: The curse and the cure. Marketing Sci. 34(1):59–77.Link, Google Scholar
• Bart Y, Stephen AT, Sarvary M (2014) Which products are best suited to mobile advertising? A field study of mobile display advertising effects on consumer attitudes and intentions. J. Marketing Res. 51(3):270–285.Crossref, Google Scholar
• Ghose A, Todri-Adamopolous V (2016) Toward a digital attribution model: Measuring the impact of display advertising on online consumer behavior. MIS Quart. 40(4):889–910.Crossref, Google Scholar
• Goldfarb A, Tucker C (2011a) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.Link, Google Scholar
• Goldfarb A, Tucker CE (2011b) Privacy regulation and online advertising. Management Sci. 57(1):57–71.Link, Google Scholar
• Gong J, Abhishek V, Li B (2018) Examining the impact of keyword ambiguity on search advertising performance: A topic model approach. MIS Quart. 42(3):805–829.Crossref, Google Scholar
• Hoban P, Arora N (2018) Measuring display advertising response using observational data: The impact of selection biases. Preprint, submitted November 3, http://dx.doi.org/10.2139/ssrn.3264871.Google Scholar
• Hoban PR, Bucklin RE (2015) Effects of internet display advertising in the purchase funnel: Model-based insights from a randomized field experiment. J. Marketing Res. 52(3):375–393.Crossref, Google Scholar
• Johnson GA, Lewis RA, Nubbemeyer EI (2017a) Ghost ads: Improving the economics of measuring online ad effectiveness. J. Marketing Res. 54(6):867–884.Crossref, Google Scholar
• Johnson GA, Lewis RA, Reiley DH (2017b) When less is more: Data and power in advertising experiments. Marketing Sci. 36(1):43–53.Link, Google Scholar
• Lambrecht A, Tucker C (2013) When does retargeting work? Information specificity in online advertising. J. Marketing Res. 50(5):561–576.Crossref, Google Scholar
• Lewis R, Nguyen D (2015) Display advertising’s competitive spillovers to consumer search. Quant. Marketing Econom. 13(2):93–115.Crossref, Google Scholar
• Lewis RA, Wong J (2018) Incrementality bidding & attribution. Preprint, submitted March 6, http://dx.doi.org/10.2139/ssrn.3129350.Google Scholar
• Li J, Liu D, Liu S (2013) Optimal keyword auctions for optimal user experiences. Decision Support Systems 56:450–461.Crossref, Google Scholar
• Liu D, Chen J, Whinston AB (2010) Ex ante information and the design of keyword auctions. Inform. Systems Res. 21(1):133–153.Link, Google Scholar
• Majchrzak A, Markus ML, Wareham J (2016) Designing for digital transformation: Lessons for information systems research from the study of ICT and societal challenges. MIS Quart. 40(2):267–277.Crossref, Google Scholar
• Orlikowski WJ, Iacono CS (2001) Desperately seeking the “IT” in IT research—A call to theorizing the IT artifact. Inform. Systems Res. 12(2):121–134.Link, Google Scholar
• Rutz OJ, Bucklin RE, Sonnier GP (2012) A latent instrumental variables approach to modeling keyword conversion in paid search advertising. J. Marketing Res. 49(3):306–319.Crossref, Google Scholar
• Sahni NS, Narayanan S, Kalyanam K (2019) An experimental investigation of the effects of retargeted advertising: The role of frequency and timing. J. Marketing Res. 56(3):401–418.Crossref, Google Scholar
• Van Fossen K (2020) IAB International report on programmatic in-housing. Accenture (August 3), https://www.accenture.com/cz-en/insights/interactive/iab-international-programmatic-inhousing.Google Scholar