Beyond the last touch: Attribution in online advertising
Online advertisers often utilize multiple publishers to deliver ads to multi-homing consumers. These ads often generate externalities and their exposure is uncertain, impacting advertising effectiveness across publishers. We analyze the inefficiencies created by externalities and uncertainty when in...
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| Format: | Article |
| Language: | English |
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INFORMS Inst.for Operations Res.and the Management Sciences
2018
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| Online Access: | View Fulltext in Publisher |