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  • Measureabiltiy and Online Ads.2

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    dejannikolovski
    5 vizualizări1 pagină
    Attribution technologies are used to measure the effectiveness of advertising campaigns. They can also be used to automate media spend based on return on investment. Attribution technologies can be used to improve the effectiveness of ad campaigns.

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    © Attribution Non-Commercial (BY-NC)

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    Attribution technologies are used to measure the effectiveness of advertising campaigns. They can also be used to automate media spend based on return on investment. Attribution technologies can be used to improve the effectiveness of ad campaigns.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    5 vizualizări1 pagină

    Measureabiltiy and Online Ads.2

    Încărcat de

    dejannikolovski
    Attribution technologies are used to measure the effectiveness of advertising campaigns. They can also be used to automate media spend based on return on investment. Attribution technologies can be used to improve the effectiveness of ad campaigns.

    Drepturi de autor:

    Attribution Non-Commercial (BY-NC)
    Descărcați ca PDF, TXT sau citiți online pe Scribd
    Indicator pentru conținut neadecvat
    din 1

    Contents

    1 Introduction 2 The evolution of attribution technologies 2.1 The Growth of Attribution Technologies Online . . . . . . . . . . . 2.1.1 Collection of Data on Advertising Exposure . . . . . . . . . 2.1.2 Collection of Data on Conversion . . . . . . . . . . . . . . . 2.1.3 Attributing Causality . . . . . . . . . . . . . . . . . . . . . . 2.1.4 Automation of Media Spend Based on Return on Investment 2.2 Consequences of Attribution . . . . . . . . . . . . . . . . . . . . . . 3 Theoretical Eects of Increased Measurability 3 4 5 7 8 8 10 11 15

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    4 Empirical Analysis of Advertising Outcomes in the Presence of Attribution Technologies 19 4.1 Analysis of a single-channel attribution technology . . . . . . . . . . . . . . . 19 4.2 Analysis of a cross-channel attribution technology . . . . . . . . . . . . . . . 25 5 Implications and Policy Discussion 33

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