Online display advertising: Modeling the effects of multiple creatives and individual impression histories

Marketing Science

Volumn 32, Issue 5, 2013, Pages 753-767

  Braun, Michael ^a   Moe, Wendy W ^b  

^a SOUTHERN METHODIST UNIVERSITY   (United States)

^b UNIVERSITY OF MARYLAND   (United States)

Author keywords

Advertising response modeling; Bayesian models; Online advertising; Online visit and conversion rates; Targeting

Indexed keywords

EID: 84884941656     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.2013.0802     Document Type: Article

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