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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
Abstract
Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.
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“Large-scale studies suggest that most of the time, due to methodological issues, the efficiency of targeting is largely overstated (Gordon et al., 2019;Lewis and Reiley, 2014), and that, overall,”
From How online advertising targets consumers: The uses of categories and algorithmic tools by audience planners (2024) · cites this paper as Gordon et al., 2019
In the citing paper
“computer generated categories and optimization are not just overstated (Aral, 2020;Gordon et al., 2019), they also neither match the power of demographics as standards, nor the idiosyncratic meaningfulness of custom audiences.”
From How online advertising targets consumers: The uses of categories and algorithmic tools by audience planners (2024) · cites this paper as Gordon et al., 2019
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Metadata
- Authors
- Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D.
- Affiliations
- Northwestern University (US)
- Meta (United States) (US)
- Corresponding author
- Gordon, Brett R.
- Zettelmeyer, Florian
- Chapsky, Dan
- Venue
- Marketing Science
- Published
- 2019-03
- Volume
- 38
- Issue
- 2
- Pages
- 193-225
- ISSN
- 0732-2399 (ISSN-L)
- 1526-548X
- OpenAlex
- W2564917231
- Cited by
- 287
- References
- 57
- Citations by year
- 2026: 41 · 2025: 38 · 2024: 24 · 2023: 41 · 2022: 35 · 2021: 31 · 2020: 45 · 2019: 14
- FWCI
- 62.78
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Marketing Science (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Physical Sciences › Mathematics › Statistics and Probability › Advanced Causal Inference Techniques
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Market Behavior and Pricing
- Keywords
- advertising measurement, randomized field experiment, observation method, treatment effect estimation, Facebook, social media advertising, causal inference
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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