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 …

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 …

Traditional econometric models suggest that advertising has a clear and significant positive effect on sales in the … current period. However, recent studies using scanner data indicate that the estimated effects of TV advertising on households …' brand choices are weak and rarely significant. Do those findings mean that TV advertising does not really have an impact on …

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 received a different level of audio advertising interrupting their music …