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Ad Attributes and Attribution: Large-Scale Field Experiments Measure Online Customer Acquisition
2012
Social Science Research Network
Using a large-scale experiment involving 3.7 million treated subjects on Yahoo!, we measure the ability of online display advertising to cause new account signups at an online business. We experiment with two dimensions of media choice: banner-shaped ads versus large rectangular ads, and Yahoo! Mail placement versus Yahoo! Run-of-Network placement. The Run-of-Network advertisements succeeded in generating a statistically significant increase in sign-ups of approximately 11% relative to the
doi:10.2139/ssrn.2049457
fatcat:egjb5zuapnfglli67hsnixkdi4