25 citations · 29 across the 3 of their papers we have counts for
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econ.EM2023
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.EM2022★ 25 cited
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,…