Measuring the effectiveness of display advertising: a time series approach

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We develop an approach for measuring the eﬀectiveness of online display advertising at the campaign level. We present a Kalman ﬁltering approach to deseasonalize and estimate the percentage changes of online sales on a daily basis. For this study, we analyze 3828 campaigns for 961 products on the Advertising.com network. Categories and Subject Descriptors

Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kw

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Internet Technology | Kalman ﬁltering Approach | Online Display Advertising | Subject Descriptors | WWW 2011 |

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Added	15 May 2011
Updated	15 May 2011
Type	Journal
Year	2011
Where	WWW
Authors	Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kwon, Brad Null

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Measuring the effectiveness of display advertising: a time series approach

Internet Technology | Kalman ﬁltering Approach | Online Display Advertising | Subject Descriptors | WWW 2011 |

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