A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

@article{Gordon2017ACO,
  title={A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook},
  author={Brett R. Gordon and Florian Zettelmeyer and N. Bhargava and Daniel Chapsky},
  journal={Managerial Marketing eJournal},
  year={2017}
}
Measuring the causal effects of digital advertising remains challenging despite the availability of granular data. Unobservable factors make exposure endogenous, and advertising’s effect on outcomes tends to be small. In principle, these concerns could be addressed using randomized controlled trials (RCTs). In practice, few online ad campaigns rely on RCTs, and instead use observational methods to estimate ad effects. We assess empirically whether the variation in data typically available in… Expand
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