Several recent studies report a seemingly counterintuitive result of positive cross advertising effects. We examine this phenomenon, and document its prevalence and persistence using time series data for several mature packaged goods categories. For this purpose we develop a hierarchical dynamic...

Online advertising campaigns often consist of multiple ads, each with different creative content. We consider how various creatives in a campaign differentially affect behavior given the targeted individual's ad impression history, as characterized by the timing and mix of previously seen ad...