What Cookie-Based Advertising Effectiveness Fails to Measure

This paper is based on the first author’s dissertation research at the University of Wisconsin–Madison. All authors certify that, at the time the bulk of this research was completed, they had no affiliations with or involvement in any organization or entity with any financial interest or non-financial interest in the subject matter or materials discussed in this manuscript. The authors have no funding to report. The authors are grateful to the collaborating company for sharing the data for this research. The company wishes to stay anonymous. The majority of the work was completed prior to P. R. Hoban’s time at Amazon.