3 papers
econ.GN2025
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…
econ.EM2025
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…
econ.GN2019
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…