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Auction Throttling and Causal Inference of Online Advertising Effects
Causally identifying the effect of digital advertising is challenging, because experimentation is expensive, and observational data lacks random variation.
Blending Advertising with Organic Content in E-Commerce: A Virtual Bids Optimization Approach
In e-commerce platforms, sponsored and non-sponsored content are jointly displayed to users and both may interactively influence their engagement behavior.
Causally Driven Incremental Multi Touch Attribution Using a Recurrent Neural Network
The specific formulation of the Shapley Value we implement respects incrementality by allocating the overall incremental improvement in conversion to the exposed ads, while handling the sequence-dependence of exposures on the observed outcomes.
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