A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.

• 저널Marketing Science · 38(2) · 193–225
• 토픽Advanced Causal Inference Techniques · Statistics and Probability
• DOI10.1287/mksc.2018.1135
• 저자Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, Dan Chapsky