25 citations · 25 across the 4 of their papers we have counts for
6 papers
Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments
Gordon Burtch, Robert Moakler, Brett R. Gordon +2
Many digital platforms offer advertisers experimentation tools like Meta's Lift and A/B tests to optimize their ad campaigns. Lift tests compare outcomes between users eligible to…
Amazon Ads Multi-Touch Attribution
Randall Lewis, Florian Zettelmeyer, Brett R. Gordon +5
Amazon's new Multi-Touch Attribution (MTA) solution allows advertisers to measure how each touchpoint across the marketing funnel contributes to a conversion. This gives advertiser…
Predicted Incrementality by Experimentation (PIE) for Ad Measurement
Brett R. Gordon, Robert Moakler, Florian Zettelmeyer
Randomized controlled trials (RCTs) provide the most credible estimates of advertising incrementality but are difficult to scale. We propose Predicted Incrementality by Experimenta…
Multicell experiments for marginal treatment effect estimation of digital ads
Caio Waisman, Brett R. Gordon
Randomized experiments with treatment and control groups are an important tool to measure the impacts of interventions. However, in experimental settings with one-sided noncomplian…
Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement
Brett R. Gordon, Robert Moakler, Florian Zettelmeyer
Despite their popularity, randomized controlled trials (RCTs) are not always available for the purposes of advertising measurement. Non-experimental data is thus required. However,…
Inefficiencies in Digital Advertising Markets
Brett R Gordon, Kinshuk Jerath, Zsolt Katona +3
Digital advertising markets are growing and attracting increased scrutiny. This paper explores four market inefficiencies that remain poorly understood: ad effect measurement, fric…