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Beyond the Last Touch: Attribution in Online Advertising

Citations

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Cited by:

  1. Amin Sayedi, 2018. "Real-Time Bidding in Online Display Advertising," Marketing Science, INFORMS, vol. 37(4), pages 553-568, August.
  2. W. Jason Choi & Amin Sayedi, 2019. "Learning in Online Advertising," Marketing Science, INFORMS, vol. 38(4), pages 584-608, July.
  3. Du, Ruihuan & Zhong, Yu & Nair, Harikesh S. & Cui, Bo & Shou, Ruyang, 2019. "Causally Driven Incremental Multi Touch Attribution Using a Recurrent Neural Network," Research Papers 3761, Stanford University, Graduate School of Business.
  4. Berman, Ron & Heller, Yuval, 2020. "Naive Analytics Equilibrium," MPRA Paper 103824, University Library of Munich, Germany.
  5. Martin Bompaire & Antoine Désir & Benjamin Heymann, 2024. "Fixed Point Label Attribution for Real-Time Bidding," Manufacturing & Service Operations Management, INFORMS, vol. 26(3), pages 1043-1061, May.
  6. Jialie Chen & Vithala R. Rao, 2021. "Measuring the Effects of Marketing Solicitations," Customer Needs and Solutions, Springer;Institute for Sustainable Innovation and Growth (iSIG), vol. 8(4), pages 111-122, December.
  7. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
  8. S{i}la Ada & Nadia Abou Nabout & Elea McDonnell Feit, 2020. "Context information increases revenue in ad auctions: Evidence from a policy change," Papers 2012.00840, arXiv.org.
  9. Brett R Gordon & Kinshuk Jerath & Zsolt Katona & Sridhar Narayanan & Jiwoong Shin & Kenneth C Wilbur, 2019. "Inefficiencies in Digital Advertising Markets," Papers 1912.09012, arXiv.org, revised Feb 2020.
  10. Joel Barajas & Ram Akella & Marius Holtan & Aaron Flores, 2016. "Experimental Designs and Estimation for Online Display Advertising Attribution in Marketplaces," Marketing Science, INFORMS, vol. 35(3), pages 465-483, May.
  11. Nan Zhang & Heng Xu, 2024. "Fairness of Ratemaking for Catastrophe Insurance: Lessons from Machine Learning," Information Systems Research, INFORMS, vol. 35(2), pages 469-488, June.
  12. W. Jason Choi & Amin Sayedi, 2024. "Agency Market Power and Information Disclosure in Online Advertising," Marketing Science, INFORMS, vol. 43(6), pages 1279-1298, November.
  13. Ryan Dew & Nicolas Padilla & Anya Shchetkina, 2024. "Your MMM is Broken: Identification of Nonlinear and Time-varying Effects in Marketing Mix Models," Papers 2408.07678, arXiv.org.
  14. Yu (Jeffrey) Hu & Jiwoong Shin & Zhulei Tang, 2016. "Incentive Problems in Performance-Based Online Advertising Pricing: Cost per Click vs. Cost per Action," Management Science, INFORMS, vol. 62(7), pages 2022-2038, July.
  15. Thomas W. Frick & Rodrigo Belo & Rahul Telang, 2023. "Incentive Misalignments in Programmatic Advertising: Evidence from a Randomized Field Experiment," Management Science, INFORMS, vol. 69(3), pages 1665-1686, March.
  16. Stefano Balietti & Brennan Klein & Christoph Riedl, 2021. "Optimal design of experiments to identify latent behavioral types," Experimental Economics, Springer;Economic Science Association, vol. 24(3), pages 772-799, September.
  17. Berman, Ron & Heller, Yuval, 2025. "Naive analytics: The strategic advantage of algorithmic heuristics," Games and Economic Behavior, Elsevier, vol. 154(C), pages 62-78.
  18. Kaifeng Zhao & Seyed Hanif Mahboobi & Saeed R. Bagheri, 2018. "Shapley Value Methods for Attribution Modeling in Online Advertising," Papers 1804.05327, arXiv.org.
  19. Masayoshi Mase & Art B. Owen & Benjamin B. Seiler, 2022. "Variable importance without impossible data," Papers 2205.15750, arXiv.org, revised Apr 2023.
  20. Victor Quintas-Martinez & Mohammad Taha Bahadori & Eduardo Santiago & Jeff Mu & Dominik Janzing & David Heckerman, 2024. "Multiply-Robust Causal Change Attribution," Papers 2404.08839, arXiv.org, revised Sep 2024.
  21. Jun Tao & Qian Chen & James W. Snyder & Arava Sai Kumar & Amirhossein Meisami & Lingzhou Xue, 2025. "A Graphical Point Process Framework for Understanding Removal Effects in Multi-Touch Attribution," Management Science, INFORMS, vol. 71(9), pages 7312-7332, September.
  22. Tesary Lin & Sanjog Misra, 2020. "The Identity Fragmentation Bias," Papers 2008.12849, arXiv.org, revised Feb 2021.
  23. Anindya Ghose & Vilma Todri, 2015. "Towards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior," Working Papers 15-15, NET Institute.
  24. Shen, Tongyuan & Wang, Manyi & Zhu, Yujie, 2025. "Firms’ green technology investment and production strategies under carbon tax uncertainty with heterogeneous adjustment flexibility," Energy, Elsevier, vol. 338(C).
  25. W. Jason Choi & Amin Sayedi, 2023. "Open and Private Exchanges in Display Advertising," Marketing Science, INFORMS, vol. 42(3), pages 451-475, May.
  26. Raghav Singal & Omar Besbes & Antoine Desir & Vineet Goyal & Garud Iyengar, 2022. "Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising," Management Science, INFORMS, vol. 68(10), pages 7457-7479, October.
  27. Anna D’Annunzio & Antonio Russo, 2020. "Ad Networks and Consumer Tracking," Management Science, INFORMS, vol. 66(11), pages 5040-5058, November.
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