BlakeTomNoskoChrisTadelisSteven (2015), “Consumer Heterogeneity and Paid Search Effectiveness: A Large-Scale Field Experiment,”Econometrica, 83 (1), 155–74.
2.
ChenAiyouAuTimothy C. (2019), “Robust Causal Inference for Incremental Returns on Ad Spend with Randomized Paired Geo Experiments,” (November 26), https://arxiv.org/abs/1908.02922.
GordonBrett R.ZettelmeyerFlorianBhargavaNehaChapskyDan (2019), “A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook,”Marketing Science, 38 (2), 193–225.
6.
GordonBrett R.JerathKinshukKatonaZsoltNarayananSridharShinJiwoongWilburKenneth C. (2021), “Inefficiencies in Digital Advertising Markets,”Journal of Marketing, 85 (1), 7–25.
7.
JohnsonGarrettLewisRandall A.NubbemeyerElmar I. (2017), “Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness,”Journal of Marketing Research, 54 (6), 867–84.
8.
NelsonPhilip (1970), “Information and Consumer Behavior,”Journal of Political Economy, 78 (2), 311–29.
PoynterCassidy, and Duckworth (2014), “The Expert Guide to Measuring Not Counting. How to Evaluate Social Media for Marketing Communications,”#IPASocialWorks (accessed October 6, 2020), https://ipa.co.uk/media/7347/ipa_socialworks_expert_guide.pdf.
SimonovAndreyRaoJustin M. (2019), “Firms’ Reactions to Public Information on Business Practices: Case of Search Advertising,”Quantitative Marketing and Economics, 17 (2), 105–34.
