Impact of ad impressions on dynamic commercial actions: value attribution in marketing campaigns

We develop a descriptive method to estimate the impact of ad impressions on commercial actions dynamically without tracking cookies. We analyze 2,885 campaigns for 1,251 products from the Advertising.com ad network. We compare our method with A/B testing for 2 campaigns, and with a public synthetic dataset.

Publication: 
21st International Conference on World Wide Web
Author: 
Joel Barajas; Ram Akella; Marius Holtan; Jaimie Kwon; Aaron Flores; Victor Andrei
Document Type: 
Research
Paywall: 
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