Online Display Advertising Causal Attribution and Evaluation
Barajas Zamora, Joel
- Publisher: eScholarship, University of California
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...