2 papers
econ.EM2026
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…
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…