Jump to ContentJump to Main Navigation
Economic Analysis of the Digital Economy$
Users without a subscription are not able to see the full content.

Avi Goldfarb, Shane M. Greenstein, and Catherine E. Tucker

Print publication date: 2015

Print ISBN-13: 9780226206844

Published to Chicago Scholarship Online: September 2015

DOI: 10.7208/chicago/9780226206981.001.0001

Show Summary Details
Page of

PRINTED FROM CHICAGO SCHOLARSHIP ONLINE (www.chicago.universitypressscholarship.com). (c) Copyright University of Chicago Press, 2020. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in CHSO for personal use.date: 04 June 2020

Measuring the Effects of Advertising

Measuring the Effects of Advertising

The Digital Frontier

Chapter:
(p.191) 7 Measuring the Effects of Advertising
Source:
Economic Analysis of the Digital Economy
Author(s):

Randall Lewis

Justin M. Rao

David H. Reiley

Publisher:
University of Chicago Press
DOI:10.7208/chicago/9780226206981.003.0007

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect how the new metrics and methods can be used to provide insight on the returns to advertising by setting out the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising with algorithmic targeting, but also by shifting the focus from “who to hit” to “what do I get.”

Keywords:   advertising, statistical inference, field experiments, computational advertising, display, search, measurement

Chicago Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs, and if you can't find the answer there, please contact us.