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

Brett R. Gordon
Corresponding Author
Brett R. Gordon
http://orcid.org/0000-0001-9081-569X
Kellogg School of Management, Northwestern University, Evanston, Illinois 60208;
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,
Florian Zettelmeyer
Corresponding Author
Florian Zettelmeyer
Kellogg School of Management, Northwestern University, Evanston, Illinois 60208;National Bureau of Economic Research, Cambridge, Massachusetts 02138;
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,
Neha Bhargava
Neha Bhargava
Facebook Inc., Menlo Park, California 94025
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,
Dan Chapsky
Corresponding Author
Dan Chapsky
Facebook Inc., Menlo Park, California 94025
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Brett R. Gordon

Corresponding Author

Brett R. Gordon

http://orcid.org/0000-0001-9081-569X

Kellogg School of Management, Northwestern University, Evanston, Illinois 60208;

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Florian Zettelmeyer

Corresponding Author

Florian Zettelmeyer

Kellogg School of Management, Northwestern University, Evanston, Illinois 60208;National Bureau of Economic Research, Cambridge, Massachusetts 02138;

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Neha Bhargava

Facebook Inc., Menlo Park, California 94025

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Dan Chapsky

Corresponding Author

Dan Chapsky

Facebook Inc., Menlo Park, California 94025

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Published Online:4 Apr 2019https://doi.org/10.1287/mksc.2018.1135

Supplemental Material

mksc.2018.1135.sm1.pdf

The replication files for this article are available HERE.

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Volume 38, Issue 2

March-April 2019

Pages 193-364, ii-ii

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Received:November 19, 2017
Accepted:September 08, 2018
Published Online:April 04, 2019

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Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky (2019) A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook. Marketing Science 38(2):193-225.

https://doi.org/10.1287/mksc.2018.1135

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

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Volume 38, Issue 2

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