Incrementality Bidding & Attribution

Identification and Estimation of Local Average Treatment Effects

Guido W. Imbens, Joshua D. Angrist · Econometrica · 1994 · 4.1K citations

Social Sciences, Biostatistics, Economics +16

The Unfavorable Economics of Measuring the Returns to Advertising*

Randall A. Lewis, Justin M. Rao · The Quarterly Journal of Economics · 2015 · 294 citations

Social Sciences, Business Economics, Economics +16

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Garrett Johnson, Randall A. Lewis, Elmar Nubbemeyer · Journal of Marketing Research · 2017 · 166 citations

Business, Marketing, Marketing Management +17

Here, there, and everywhere

Randall A. Lewis, Justin M. Rao, David Reiley · 2011 · 107 citations

Business, Marketing, Marketing Management +17

When Less Is More: Data and Power in Advertising Experiments

Garrett Johnson, Randall A. Lewis, David Reiley · Marketing Science · 2016 · 76 citations

Business, Business Economics, Marketing +17