Attribution Modeling In Digital Advertising
نویسندگان
چکیده
منابع مشابه
Modeling Multi-Channel Advertising Attribution Across Competitors
The bursts and multiplicity of Internet advertising have made multi-channel attribution an immediate challenge for marketing practitioners. Existing attribution models predominantly focus on analyzing consumers’ converting path with respect to one focal firm while largely overlooking the impact of their interactions with competing firms, leading to biased advertising effectiveness estimates. We...
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متن کاملTowards a Digital Attribution Model: Measuring the Impact of Display Advertising on Online Consumer Behavior
The increasing availability of individual-level data has raised the standards for measurability and accountability in digital advertising. Using a massive individual-level data set, our paper captures the effectiveness of display advertising across a wide range of consumer behaviors. Two unique features of our data set that distinguish this paper from prior work are: (i) the information on the ...
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In a purchase funnel, a consumer may interact with an assortment of ad platforms ranging from display ads, paid search and organic search to social media and email. In this study, we consider attribution models that can be applied to assign sales credit to these and other online channels. Using an online firm’s conversion data, we investigate the commonly used the lastclick attribution model an...
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In recent years the online advertising industry has witnessed a shift from the more traditional pay-per-impression model to the payper-click and more recently to the pay-per-conversion model. Such models require the ad allocation engine to translate the advertiser’s value per click/conversion to value per impression. This is often done through simple models that assume that each impression of t...
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ژورنال
عنوان ژورنال: Journal of Advertising Research
سال: 2017
ISSN: 0021-8499
DOI: 10.2501/jar-2017-055