Cited by 287Digital Marketing and Social MediaAdvanced Causal Inference TechniquesConsumer Market Behavior and Pricing

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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Gordon, Brett R., Zettelmeyer, Florian, Bhargava, Neha, Chapsky, Dan·2019·Marketing Science

DOI 10.1287/mksc.2018.1135

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Abstract

Observational methods often fail to accurately recover the treatment effects generated from randomized advertising experiments on Facebook.

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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
ORCID: Gordon, Brett R.
Zettelmeyer, Florian
Venue: Marketing Science
Publisher: Institute for Operations Research and the Management Sciences (INFORMS)
Published: 2019-03
Volume: 38
Issue: 2
Pages: 193-225
ISSN: 0732-2399 (ISSN-L)
1526-548X
DOI: 10.1287/mksc.2018.1135
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

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A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

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