Experimental designs and estimation for online display advertising attribution in marketplaces
Joel Barajas (University of California, Santa Cruz, California), Ram Akella (School of Information, University of California, Berkeley, California; and University of California, Santa Cruz, California), Marius Holtan, Aaron Flores (AOL Research, Palo Alto, California)
| Year of publication: |
May-June 2016
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|---|---|
| Authors: | Barajas, Joel ; Akella, Ram ; Holtan, Marius ; Flores, Aaron |
| Published in: |
Marketing science. - Catonsville, MD : INFORMS, ISSN 0732-2399, ZDB-ID 883054-X. - Vol. 35.2016, 3, p. 465-483
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| Subject: | online advertising | experimental design | user targeting | field experiments | Bayesian estimation | econometrics | Online-Marketing | Internet marketing | Experiment | Werbewirkung | Advertising effects | Feldforschung | Field research | Bayes-Statistik | Bayesian inference | Konsumentenverhalten | Consumer behaviour |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1287/mksc.2016.0982 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011498979