Yahoo! Research partnered with a nationwide retailer to study the effects of online display advertising on both online and in-store purchases. We use a randomized field experiment on 3 million Yahoo! users who are also past customers of the retailer. We find statistically significant evidence...

Field experiments occupy a middle ground between laboratory experiments and naturally occurring field data. The idea is to perform a controlled experiment that captures important characteristics of the real world. Relative to traditional empirical economics, field experiments provide an...

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of...

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of...

Spam, or unsolicited email advertising, has been the scourge of email inboxes for nearly twenty years. Spam attempts to generate attention for a merchant’s products or services, but unlike most forms of advertising, spam does not provide users with valuable entertainment or other services in...

2SLS is by far the most-used estimator for the simultaneous equation problem. However, it is now well-recognized that 2SLS can exhibit substantial finite sample (second-order) bias when the model is over-identified and the first stage partial R2 is low. The initial recommendation to solve this...

Machine learning is bringing us self-driving cars, medical diagnoses, and language translation, but how can machine learning help marketers improve marketing decisions? Machine learning models predict extremely well, are scalable to “big data,” and are a natural fit to analyze rich media...