Incrementality Bidding & Attribution by Randall A. Lewis, Jeffrey Wong :: SSRN

Abstract The causal effect of showing an ad to a potential customer versus not, commonly referred to as “incrementality,” is the fundamental question of advertising effectiveness. In digital advertising three major puzzle pieces are central to rigorously quantifying advertising incrementality: ad buying/bidding/pricing, attribution, and experimentation. Building on the foundations of machine learn

[elu_18]

広告効果の因果効果推定によるRTB買いつけの効率化。Netflixの人がAdKDD2017で発表してた内容。 / “papers.cfm?abstract_id=3129350” https://t.co/XXKHL5AY0f

[hagino_3000]

広告効果の因果効果推定によるRTB買いつけの効率化。Netflixの人がAdKDD2017で発表してた内容。