Advertisers and researchers use tools provided by advertising platforms to conduct randomized experiments for testing user responses to creative elements in online ads. Internally valid comparisons between ads require the mix of experimental users exposed to each ad to be similar across all ads....

Native advertising is a type of online advertising matching the form and function of the platform on which it appears. In managerial practice, the choice between display and in-feed native advertising presents brand advertisers and online news publishers with conflicting objectives. While...

A majority of US households view content on online video streaming services, consuming on demand. Not surprisingly, ad spending on such services is growing rapidly. We develop a three-stage approach to deliver an optimal ad schedule that balances the interests of the viewer (content consumption)...

Pricing managers at online retailers face a unique challenge. They must decide on real-time prices for a large number of products with incomplete demand information. The manager runs price experiments to learn about each product's demand curve and the profit-maximizing price. Balanced field...

Firms using online advertising regularly run experiments with multiple versions of their ads since they are uncertain about which ones are most effective. Within a campaign, firms try to adapt to intermediate results of their tests, optimizing what they earn while learning about their ads. But...

When managers and researchers encounter a dataset, they typically ask two key questions: (1) which model (from a candidate set) should I use? and (2) if I use a particular model, when is it going to likely work well for my business goal? This research addresses those two questions, and provides...