Discover and read the best of Twitter Threads about #displayad

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🔥👿🔥 New working paper alert! 🔥👿🔥
"Inferno: A guide to field experiments in online display advertising"
ssrn.com/abstract=35813…

THREAD: This guide reviews challenges & solutions from a decade of research.
#marketingacad #econtwitter #fieldexperiments Image
“Abandon all hope, ye who enter here” - Dante’s Inferno👿
Online display ad experiments are hell. They are also a proving ground for field experimenters, & have much to teach us. The guide is organized into the nine 9 circles of 🔥hell🔥 as applied to #displayad #fieldexperiments Image
🔥Circle 1🔥 Display ad effects are so small🤏 that observational methods fail🤦‍♀️. Ad effects explain so little variation in ad outcomes, that they get swamped🌊 by unobserved confounds. Like Dante entering the inferno👿, we resign ourselves to the necessity of experiments.😭😭 Image
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