Online Display Advertising Causal Attribution and Evaluation

Doctoral thesis English OPEN
Barajas Zamora, Joel (2015)
  • Publisher: eScholarship, University of California
  • Subject: Marketing | Economics | Statistics | Campaign Attribution | Causal inference | Online Advertising | Randomized Experiments | Time Series | User Targeting

The allocation of a given budget to online display advertising as a marketing channel has motivated the development of statistical methods to measure its effectiveness. Recent studies show that display advertising often triggers online users to search for more informati... View more
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