Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment

  title={Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment},
  author={Paul R. Hoban and Randolph E. Bucklin},
  journal={Journal of Marketing Research},
  pages={375 - 393}
This study examines the effects of Internet display advertising using cookie-level data from a field experiment at a financial tools provider. The experiment randomized assignment of cookies to treatment (firm ads) and control conditions (charity ads), enabling the authors to handle different sources of selection bias, including targeting algorithms and browsing behavior. They analyze display ad effects for users at different stages of the company's purchase funnel (i.e., nonvisitor, visitor… Expand
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