Causally identifying the effect of digital advertising is challenging, because experimentation
is expensive, and observational data lacks random variation. This paper identifies a …

Experiments are an important tool to measure the impacts of interventions. However, in
experimental settings with one-sided noncompliance, extant empirical approaches may not …

Randomized experiments with treatment and control groups are an important tool to
measure the impacts of interventions. However, in experimental settings with one-sided …

This research provides an experimental analysis and comparison of several RTB (real-time
bidding) methods. These experiments are based on practical validation through the …

We utilize data envelopment analysis to evaluate and compare the pricing efficiency of
keywords in the Google-sponsored search markets, specifically in relation to manual bidding …

In modern business, maintaining competitiveness and efficiency necessitates the integration
of state-of-the-art technology. This paper introduces the Artificial Intelligence Procurement …

Nowadays online advertisers acquire ad impressions from digital advertising channels
through operating on their au-tobidding platforms: advertisers express high level ad …

Multi-touch attribution (MTA) estimates the relative contributions of the multiple ads a user
may see prior to any observed conversions. Increasingly, advertisers also want to base …

Real-time bidding has emerged as an effective online advertising technique. With real-time
bidding, advertisers can position ads per impression, enabling them to optimise ad …

Today's top advertisers typically manage hundreds of campaigns simultaneously and
consistently launch new ones throughout the year. A crucial challenge for marketing …