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An efficient framework for online advertising effectiveness measurement and comparison
2014
Proceedings of the 7th ACM international conference on Web search and data mining - WSDM '14
In online advertising market it is crucial to provide advertisers with a reliable measurement of advertising effectiveness to make better marketing campaign planning. The basic idea for ad effectiveness measurement is to compare the performance (e.g., success rate) among users who were and who were not exposed to a certain treatment of ads. When a randomized experiment is not available, a naive comparison can be biased because exposed and unexposed populations typically have different features.
doi:10.1145/2556195.2556235
dblp:conf/wsdm/WangLMTYH14
fatcat:ek7wuyzjgnftdiboepphwg3qwm