Inferno:在线展示广告领域实验指南

IF 1.2 4区 管理学 Q3 ECONOMICS
Garrett A. Johnson
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引用次数: 0

摘要

在线展示广告是一种充满敌意的实地实验媒介。显示广告效果很小,需要进行大规模实验。实验者的控制力有限,因为广告曝光是由广告商、用户、算法和市场竞争共同决定的。因此,在线展示广告为处于数字研究前沿的实验者提供了更广泛的有用经验。展示广告实验重新关注统计能力和合规性等旧话题,以及身份碎片化、实验溢出和增量优化等新问题。在本指南中,我回顾了这些挑战、最佳实践和新的发展。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Inferno: A guide to field experiments in online display advertising

Online display advertising is a hostile medium for field experiments. Display-ad effects are tiny and necessitate large-scale experiments. The experimenter has limited control because ad exposure is jointly determined by advertisers, users, algorithms, and market competition. As such, online display ads provide useful lessons for experimenters at the frontier of digital research more generally. Display-ad experiments place renewed focus on old topics like statistical power and compliance as well as on newer issues like identity fragmentation, experimental spillovers, and incrementality optimization. In this guide, I review these challenges, best practices, and new developments.

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来源期刊
CiteScore
3.20
自引率
5.30%
发文量
43
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