Online Display Advertising Causal Attribution and Evaluation

Doctoral thesis English OPEN
Barajas Zamora, Joel;
  • 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
Share - Bookmark