Do Display Ads Influence Search ? Attribution and Dynamics in Online Advertising

  title={Do Display Ads Influence Search ? Attribution and Dynamics in Online Advertising},
  author={Pavel Kireyev and Koen Pauwels and Sunil Gupta},
As firms increasingly rely on online media to acquire consumers, marketing managers rely on online metrics such as click-through rate (CTR) and cost per acquisition (CPA). However, these standard online advertising metrics are plagued with attribution problems and do not account for synergy or dynamics. These issues can easily lead firms to overspend on some actions and thus waste money, and/or underspend in others, leaving money on the table. We develop a multivariate time series model to… CONTINUE READING
Highly Cited
This paper has 26 citations. REVIEW CITATIONS


Publications citing this paper.
Showing 1-10 of 17 extracted citations


Publications referenced by this paper.
Showing 1-10 of 41 references

ZMOT: Winning the Zero Moment of Truth

  • J. Display-Advertising-Integration-Study.pdf Lecinski
  • Google. Lewis, R., & Nguyen, D. (2012), “Wasn’t…
  • 2011
Highly Influential
9 Excerpts

The effect of banner advertising on internet purchasing

  • P. Manchanda, J. P. Dubé, K. Y. Goh, P. K. Chintagunta
  • Journal of Marketing Research,
  • 2006
Highly Influential
5 Excerpts

The Influence of Goal-Directed and Experiential Activities on Online Flow Experiences,

  • T. P. Novak, D. L. Hoffman
  • Journal of Consumer Psychology,
  • 2003
Highly Influential
4 Excerpts

Sustained spending and persistent response: A new look at long-term marketing profitability,

  • M. G. Dekimpe, D. M. Hanssens
  • Journal of Marketing Research,
  • 1999
Highly Influential
13 Excerpts

Macroeconomics and Reality,

  • C. A. Sims
  • 1980
Highly Influential
5 Excerpts

Driving Online and Offline Sales: The Cross‐Channel Effects of Digital versus Traditional Advertising,

  • I. M. Dinner, H. J. van Heerde, S. A. Neslin
  • 2011
Highly Influential
3 Excerpts

Conditions for Owned, Paid and Earned Media Impact and Synergy

  • C. Demirci, K. Pauwels, S. Srinivasan, G. Yildirim
  • Marketing Science Institute,
  • 2014
1 Excerpt

Who’s really winning the search war?

  • E. Schwartz
  • 2014
1 Excerpt

2012-2014 Research Priorities

  • Marketing Science Institute
  • 2012

Similar Papers

Loading similar papers…