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 advertising on a variety of consumer behaviors, such as purchases. We dissect the …

We study the effects of social media political advertising by randomizing subsets of 36,906 Facebook users and 25 …

Internet advertising has been the fastest growing advertising channel in recent years with paid search ads comprising … for most of the advertising expenses, resulting in average returns that are negative …

Facebook and Instagram. We first estimate advertising effectiveness at baseline across our broad sample. We then estimate the …

Measuring the returns of advertising opportunities continues to be a challenge for many businesses. We design and run a … businesses gain more from digital advertising. We randomly assign 7,209 restaurants to freely receive Yelp's standard ads package … for three months. The scale of the experiment gives us a unique opportunity to assess the heterogeneity in advertising …

This paper explores how advertising impacts the consumer response to news about unobserved product quality …. Specifically, we estimate how British Petroleum's (BP) 2000-2008 "Beyond Petroleum" advertising campaign affected the impact of the … after the spill. However, pre-spill advertising significantly dampened the price response in the short-run, and reduced the …

We formally model direct to consumer advertising (DTCA) of prescription drugs and examine factors that determine a … perspective there can be too much or too little private investment in advertising. Welfare is more likely to increase when the …

We use a unique dataset that combines information on advertising by subprime lenders and mortgages originated by them … from 2002 to 2007 to study the relationship between advertising and the nature of mortgages obtained by consumers. We … relationship between the intensity of local advertising and the expensiveness of mortgages extended by lenders within a given …

A central challenge in estimating the causal effect of TV advertising on demand is isolating quasi-random variation in … advertising. Political advertising, which topped $14 billion in expenditures in 2016, has been proposed as a plausible source of … identify the causal effect of TV advertising on demand, highlight threats to the exclusion restriction and monotonicity …