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What cookie-based advertising effectiveness fails to measure

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Bypassing performance optimizers of real time bidding systems in display ad valuation

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Which products are best suited to mobile advertising? : a field study of mobile display advertising effects on consumer attitudes and intentions

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Ghost ads : improving the economics of measuring online ad effectiveness

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When less is more : data and power in advertising experiments

Johnson, Garrett A.; Lewis, Randall A.; Reiley, David H. - In: Marketing science 36 (2017) 1, pp. 43-53

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When less is more : data and power in advertising experiments

Johnson, Garrett A.; Lewis, Randall A.; Reiley, David H. - 2015

Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

Persistent link: https://www.econbiz.de/10011807825

Ghost ads : improving the economics of measuring online ad effectiveness

Johnson, Garrett A.; Lewis, Randall A.; Nubbemeyer, Elma I. - 2017

Persistent link: https://www.econbiz.de/10011807943

Contextual advertising

Zhang, Kaifu; Katona, Zsolt - In: Marketing science 31 (2012) 6, pp. 980-994

Persistent link: https://www.econbiz.de/10009702510