Beyond the Last Touch: Attribution in Online Advertising

Ron Berman
Corresponding Author
Ron Berman
http://orcid.org/0000-0002-8594-3627
Marketing Department, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104
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Ron Berman

Corresponding Author

Ron Berman

http://orcid.org/0000-0002-8594-3627

Marketing Department, The Wharton School, University of Pennsylvania, Philadelphia, Pennsylvania 19104

Search for more papers by this author

Published Online:22 Oct 2018https://doi.org/10.1287/mksc.2018.1104

Supplemental Material

mksc.2018.1104.sm1.pdf

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Volume 37, Issue 5

September-October 2018

Pages 685-853

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Received:March 27, 2015
Accepted:April 08, 2018
Published Online:October 22, 2018

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Ron Berman (2018) Beyond the Last Touch: Attribution in Online Advertising. Marketing Science 37(5):771-792.

https://doi.org/10.1287/mksc.2018.1104

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Beyond the Last Touch: Attribution in Online Advertising

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