Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces

References

• Aly M, Hatch A, Josifovski V, Narayanan VK (2012) Web-scale user modeling for targeting. Proc. 21st Internat. Conf. World Wide Web (ACM, New York), 3–12.Crossref, Google Scholar
• Atlas Institute (2008) Engagement mapping: A new measurement standard is emerging for advertisers. White paper.Google Scholar
• Berman R (2015) Beyond the last touch: Attribution in online advertising. Working paper, University of Pennsylvania, Philadelphia.Google Scholar
• Blake T, Coey D (2014) Why marketplace experimentation is harder than it seems: The role of test-control interference. Proc. 15th ACM Conf. Econom. Computation (ACM, New York), 567–582.Crossref, Google Scholar
• Blake T, Nosko C, Tadelis S (2015) Consumer heterogeneity and paid search effectiveness: A large scale field experiment. Econometrica 83(1):155–174.Crossref, Google Scholar
• Broder A, Josifovski V (2011) Introduction to Computational Advertising (Stanford University Press, Redwood City, CA).Google Scholar
• Chickering DM, Heckerman D (2000) A decision theoretic approach to targeted advertising. Boutilier C, Goldszmidt M, eds. Proc. 16th Uncertainty Artificial Intelligence (Morgan Kaufmann, Stanford, CA), 82–88.Google Scholar
• Chittilappilly A (2012) Using experiment design to build confidence in your attribution model. Online Metrics Insider (July 11).Google Scholar
• Digiday, Google (2011) Real-time display advertising state of the industry. http://doubleclickadvertisers.blogspot.com/2011/02/real-time-display-advertising-state-of.html.Google Scholar
• Frangakis CE, Rubin DB (2002) Principal stratification in causal inference. Biometrics 58(1):21–29.Crossref, Google Scholar
• Geisser S, Hodges JS, Press SJ, ZeUner A (1990) The validity of posterior expansions based on Laplace’s method. Bayesian Likelihood Methods Statist. Econometrics 7:473–488.Google Scholar
• Ghosh A, McAfee P, Papineni K, Vassilvitskii S (2009) Bidding for representative allocations for display advertising. Leonardi S, ed. Proc. Internet Network Econom.: 5th Internat. Workshop, WINE 2009, Lecture Notes Comput. Sci., Vol. 5929 (Springer-Verlag, Berlin Heidelberg), 208–219.Crossref, Google Scholar
• Goldfarb A (2014) What is different about online advertising? Rev. Indust. Organ. 44(2):115–129.Crossref, Google Scholar
• Goldfarb A, Tucker C (2011) Online display advertising: Targeting and obtrusiveness. Marketing Sci. 30(3):389–404.Link, Google Scholar
• Heckman JJ (2008) Econometric causality. Internat. Statist. Rev. 76:1–27.Crossref, Google Scholar
• Johnson GA, Lewis RA, Nubbemeyer EI (2016) Ghost ads: A revolution in measuring ad effectiveness. Working paper, University of Rochester, Rochester, NY.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, Reiley D (2014) Online ads and offline sales: Measuring the effects of retail advertising via a controlled experiment on Yahoo!. Quant. Marketing Econom. 12(3):235–266.Crossref, Google Scholar
• Lewis RA, Rao JM, Reiley DH (2011) Here, there, and everywhere: Correlated online behaviors can lead to overestimates of the effects of advertising. Proc. 20th Internat. Conf. World Wide Web (ACM, New York), 157–166.Crossref, Google Scholar
• Li H, Kannan PK (2014) Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. J. Marketing Res. 51(1):40–56.Crossref, Google Scholar
• Morrison W, Coolbirth R (2008) IAB marketplace: Networks and xchanges. Event Recap. http://www.slideshare.net/tinhanhvy/iab-marketplace-networks-and-xchanges-2008.Google Scholar
• Pandey S, Aly M, Bagherjeiran A, Hatch A, Ciccolo P, Ratnaparkhi A, Zinkevich M (2011) Learning to target: What works for behavioral targeting. Proc. 20th Internat. Conf. Inform. Knowledge Management (ACM, New York), 1805–1814.Crossref, Google Scholar
• Rubin DB (2005) Causal inference using potential outcomes. J. Amer. Statist. Assoc. 100(469):322–331.Crossref, Google Scholar
• Sahni N, Zou D, Chintagunta PK (2015) Do targeted discount offers serve as advertising? Evidence from 70 field experiments. Research Paper, Stanford University Graduate School of Business, Palo Alto, CA.Google Scholar
• Shao X, Li L (2011) Data-driven multi-touch attribution models. Proc. 17th ACM SIGKDD Internat. Conf. Knowledge Discovery Data Mining (ACM, New York), 258–264.Crossref, Google Scholar
• Spencer S, O’Connell J, Greene M (2011) The arrival of real-time bidding. IAB, Google, Forrester. http://www.slideshare.net/IABmembership/the-arrival-of-realtime-bidding-hosted-by-iab-google-forrester.Google Scholar
• Yildiz T, Narayanan S (2013) Star digital: Assessing the effectiveness of display advertising. Case Study, Harvard Business Review, Cambridge, MA. https://hbr.org/product/star-digital-assessing-the-effectivness-of-display-advertising/M347-HCB-ENG.Google Scholar