Parallel Experimentation and Competitive Interference on Online Advertising Platforms

This article was previously circulated under the titles “Parallel Experimentation in a Competitive Advertising Marketplace” and “Parellel Experimentation on Advertising Platforms.” The authors thank Pankhuri Saxena and Lijing Wang for research assistance; Jun Hao, Jack Lin, Lei Wu, and Paul Yan for support, collegiality, and collaboration during the project; the editor, Olivier Toubia, the associate editor, and two anonymous reviewers for detailed comments and feedback; and Carlos Carrion, Dean Eckles, Günter Hitsch, Carl Mela, Duncan Simester, Stefan Wager, and seminar participants at Amazon, Carlson-UMinn, Facebook, Fuqua-Duke, Haas-Berkeley, Kellogg-Northwestern, Kenan-Flagler-University of North Carolina, Tepper-Carnegie Mellon University, and at the 2020 Joint Statistical Meetings, Marketing Science, Virtual Quant Marketing Seminar, and the 2019 Choice Symposium conferences for thoughtful comments and suggestions. C. Waisman, H. S. Nair, and X. Lin were part of JD.com when this research was initiated. The views represent that of the authors and not JD.com. Some aspects of the data, institutional context, and implementation are masked to address business confidentiality.