25 citations · 25 across the 4 of their papers we have counts for
4 papers · 1 filter
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,…