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

@inproceedings{Kireyev2015DoDA,
  title={Do Display Ads Influence Search ? Attribution and Dynamics in Online Advertising},
  author={Pavel Kireyev and Koen Pauwels and Sunil Gupta},
  year={2015}
}
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
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