The Problem of Ignoring the Ignorability Assumption in Advertising Measurement: A Matrix Completion Solution

Omid Rafieian
Omid Rafieian
[email protected]
https://orcid.org/0000-0001-8633-2302
Cornell Tech, New York, New York 10044; and Cornell University, Ithaca, New York 14850
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Cornell Tech, New York, New York 10044; and Cornell University, Ithaca, New York 14850

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Published Online:29 Oct 2026https://doi.org/10.1287/mksc.2023.0382

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Received:August 25, 2023
Accepted:February 08, 2026
Published Online:October 29, 2026

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Omid Rafieian (2026) The Problem of Ignoring the Ignorability Assumption in Advertising Measurement: A Matrix Completion Solution. Marketing Science 0(0).

https://doi.org/10.1287/mksc.2023.0382

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Acknowledgments

The author thanks David Blei, Tesary Lin, Unnati Narang, Matt Osborne, Caio Waisman, and Hema Yoganarasimhan for detailed comments that have improved the paper. The author also thanks the participants of the 2023 University of Texas Dallas FORMS conference and Temple University marketing seminars for their feedback. The author has no competing interests to declare.

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The Problem of Ignoring the Ignorability Assumption in Advertising Measurement: A Matrix Completion Solution

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