Attribution modeling in digital advertising: An empirical investigation of the impact of digital sales channels
Digital advertising campaigns often are launched across multiple channels, a selection of which may include search, display advertisements, social media, mobile, video, and e-mail. By exposing consumers to advertisement impressions, these channels help consumers make purchase decisions or sign up to...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
World Advertising Research Center
2018
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| Online Access: | View Fulltext in Publisher |