25 citations · 25 across the 2 of their papers we have counts for
3 papers
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…
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,…