NATIONAL BUREAU OF ECONOMIC RESEARCH
NATIONAL BUREAU OF ECONOMIC RESEARCH

Measuring the Effects of Advertising: The Digital Frontier

Randall Lewis, Justin M. Rao, David H. Reiley

Chapter in NBER book Economic Analysis of the Digital Economy (2015), Avi Goldfarb, Shane Greenstein, and Catherine Tucker, editors (p. 191 - 218)
Conference held June 6-7, 2013
Published in April 2015 by University of Chicago Press
© 2015 by the National Bureau of Economic Research

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 how the new metrics and methods can be used to provide insight on the returns to advertising by setting out the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising with algorithmic targeting, but also by shifting the focus from "who to hit" to "what do I get."

This chapter is no longer available for free download, since the book has been published. To obtain a copy, you must buy the book.
Order from Amazon.com

This paper was revised on May 21, 2014

Machine-readable bibliographic record - MARC, RIS, BibTeX

This chapter first appeared as NBER working paper w19520, Measuring the Effects of Advertising: The Digital Frontier, Randall Lewis, Justin M. Rao, David H. Reiley
Users who downloaded this chapter also downloaded these:
Agrawal, Horton, Lacetera, and Lyons Digitization and the Contract Labor Market: A Research Agenda
Waldfogel Digitization and the Quality of New Media Products: The Case of Music
Wallsten What Are We Not Doing When We're Online?
Goldfarb, Greenstein, and Tucker Introduction to "Economic Analysis of the Digital Economy"
Simcoe Modularity and the Evolution of the Internet
 
Publications
Activities
Meetings
NBER Videos
Data
People
About

Support
National Bureau of Economic Research, 1050 Massachusetts Ave., Cambridge, MA 02138; 617-868-3900; email: info@nber.org

Contact Us