In this paper, we investigate ways to accurately assess and enhance display advertising effectiveness. We construct a two-month panel of browsing behavior data that covers nearly one million users, and over 24 million display ad impressions served on behalf of 400 advertisers. We discuss the...

This paper studies the potential to better understand display advertising response using observational data from real-time bidding (RTB) exchanges. While non-random exposure to display ads creates endogeneity concerns, unique aspects of the RTB ecosystem allow for common sources of selection,...

Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive litera­ture on the effects of celebrity endorsements on consumers' brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this...