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Measuring Digital Advertising Effect...

Fay, Bradley.

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Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma./
Author:	Fay, Bradley.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2017,
Description:	56 p.
Notes:	Source: Dissertations Abstracts International, Volume: 79-06, Section: A.
Contained By:	Dissertations Abstracts International79-06A.
Subject:	Multimedia communications. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10641132
ISBN:	9780355500967

Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma.
Fay, Bradley.

Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma. - Ann Arbor : ProQuest Dissertations & Theses, 2017 - 56 p.

Source: Dissertations Abstracts International, Volume: 79-06, Section: A.

Thesis (Ph.D.)--Arizona State University, 2017.

This item is not available from ProQuest Dissertations & Theses.

Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis plan for to handling a previously unidentified and unaddressed source of endogeneity: count/quality simultaneity bias (CQB). Second, conduct a field study using data for Ad response rates, cost, and observed consumer behavior to solve for the profit maximizing daily Ad frequency per customer. One large online retailer provided data for Ad impressions, bid costs, response rates, revenue per visit, and operating costs for 153,561 unique users over 23 days. Unique visitors were randomly assigned to one of seven treatment groups with one, two, three, four, five, and six impressions per day limits as well as a final condition with no daily impression cap. Ordinary least square models (OLS) were fit to the data and a non-linear relationship between Ad impressions and site visits demonstrating declining marginal effect of Ad impression on site visits after an optimal point. The results of the field study confirmed the existence of negative CQB and demonstrated how my novel experimental design and analysis can reduce the negative bias in the estimate of impression quantity on customer response. Second, managers interested in improving the efficiency of advertising spend should restrict display advertising to only the highest quality inventory through specific site targeting and by leveraging direct buys and private marketplace deals. This strategy ensures that subsequent impressions are not of lower quality by restricting the pool of possible impressions from a homogenous set of high quality inventory.

ISBN: 9780355500967Subjects--Topical Terms:

590562
Multimedia communications.
Subjects--Index Terms:

Digital advertising

Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma.
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500 $a Publisher info.: Dissertation/Thesis.
500 $a Advisor: Mokwa, Michael P.;Park, Sungho.
502 $a Thesis (Ph.D.)--Arizona State University, 2017.
506 $a This item is not available from ProQuest Dissertations & Theses.
506 $a This item must not be sold to any third party vendors.
520 $a Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis plan for to handling a previously unidentified and unaddressed source of endogeneity: count/quality simultaneity bias (CQB). Second, conduct a field study using data for Ad response rates, cost, and observed consumer behavior to solve for the profit maximizing daily Ad frequency per customer. One large online retailer provided data for Ad impressions, bid costs, response rates, revenue per visit, and operating costs for 153,561 unique users over 23 days. Unique visitors were randomly assigned to one of seven treatment groups with one, two, three, four, five, and six impressions per day limits as well as a final condition with no daily impression cap. Ordinary least square models (OLS) were fit to the data and a non-linear relationship between Ad impressions and site visits demonstrating declining marginal effect of Ad impression on site visits after an optimal point. The results of the field study confirmed the existence of negative CQB and demonstrated how my novel experimental design and analysis can reduce the negative bias in the estimate of impression quantity on customer response. Second, managers interested in improving the efficiency of advertising spend should restrict display advertising to only the highest quality inventory through specific site targeting and by leveraging direct buys and private marketplace deals. This strategy ensures that subsequent impressions are not of lower quality by restricting the pool of possible impressions from a homogenous set of high quality inventory.
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653 $a Endogeneity
653 $a Field experiment
653 $a Instrumental variable
653 $a Online marketing
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690 $a 0501
690 $a 0558
710 2 $a Arizona State University. $b Business Administration. $3 1679662
773 0 $t Dissertations Abstracts International $g 79-06A.
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791 $a Ph.D.
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793 $a English
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