"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](https://pbs.twimg.com/media/EWI0UoxWsAclDfd.jpg)
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](https://pbs.twimg.com/media/EWI0gX1WsAAdjNb.jpg)
Destination🥇: Estimate the expected incremental effect of each ad (#attribution), to bid in real time⏲️
![Image](https://pbs.twimg.com/media/EWI2B6NXkAAvW9y.jpg)