• Corpus ID: 73728448

Estimating Individual Advertising Effect in E-Commerce

  title={Estimating Individual Advertising Effect in E-Commerce},
  author={Hao Liu and Yunze Li and Qinyu Cao and Guang Qiu and Jiming Chen},
Online advertising has been the major monetization approach for Internet companies. Advertisers invest budgets to bid for real-time impressions to gain direct and indirect returns. Existing works have been concentrating on optimizing direct returns brought by advertising traffic. However, indirect returns induced by advertising traffic such as influencing the online organic traffic and offline mouth-to-mouth marketing provide extra significant motivation to advertisers. Modeling and… 
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  • Computer Science, Mathematics
    Journal of the American Statistical Association
  • 2018
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  • Mathematics, Economics
    Proceedings of the National Academy of Sciences
  • 2016
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