A randomized experiment with almost 35 million Pandora listeners enables us to measure the sensitivity of consumers to advertising, an important topic of study in the era of ad-supported digital content provision. The experiment randomized listeners into nine treatment groups, each of which...

Measuring the causal effects of digital advertising remains challenging despite the availability of granular data. Unobservable factors make exposure endogenous, and advertising's effect on outcomes tends to be small. In principle, these concerns could be addressed using randomized controlled...

A goal of measuring the effectiveness of online advertising is to predict the impact of advertising on the users perception of the advertised brand. Historically these models have been parameterized using survey data only and the bias inherent in such surveys is discussed in isolation. In this...

The objective of this paper is to provide a simple approach endogenizing the welfare reducing or welfare enhancing effect of informative advertising. Using this approach, it is possible to analyse the welfare consequences of a technology shock that reduces unit information costs, and to explain...

In social advertising, ads are targeted based on underlying social networks and highlight when a friend has 'liked' a product or organization. This paper explores the effectiveness of social advertising using data from field tests of different ads on Facebook by a nonprofit. We find evidence...