Advertisers are demanding more accurate estimates of the impact of targeted
advertisements, yet no study proposes an appropriate methodology to analyze the …

Behavioral Targeting (BT) is a technique used by online advertisers to increase the
effectiveness of their campaigns, and is playing an increasingly important role in the online …

Even as online advertising continues to grow, a central question remains: Who to target?
Yet, advertisers know little about how to select from the hundreds of audience segments for …

To measure the effects of advertising, marketers must know how consumers would behave
had they not seen the ads. The authors develop a methodology they call “ghost ads,” which …

Online publishers and advertisers have recently shown increasing interest in using targeted
advertising online. Such targeting allows them to present users with advertisements that are …

Search advertising is the ordered list of advertisements that appears when a user searches
for something in an online search engine. By construction, these ads differ in prominence …

We use data from a large-scale field experiment to explore what influences the effectiveness
of online advertising. We find that matching an ad to website content and increasing an ad's …

In collaboration with an online seller of home-improvement products, the authors conduct a
large-scale randomized field experiment to study the effects of retargeted advertising, a form …

We analyze 432 online display ad field experiments on the Google Display Network. The
experiments feature 431 advertisers from varied industries, which on average include 4 …

To address the pressing need to provide transparency into the online targeted advertising
ecosystem, we present AdReveal, a practical measurement and analysis framework, that …