{"id":"https://openalex.org/W3208960549","doi":"https://doi.org/10.1145/3459637.3482031","title":"Online Advertising Incrementality Testing: Practical Lessons And Emerging Challenges","display_name":"Online Advertising Incrementality Testing: Practical Lessons And Emerging Challenges","publication_year":2021,"publication_date":"2021-10-26","ids":{"openalex":"https://openalex.org/W3208960549","doi":"https://doi.org/10.1145/3459637.3482031","mag":"3208960549"},"language":"en","primary_location":{"id":"doi:10.1145/3459637.3482031","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3459637.3482031","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 30th ACM International Conference on Information &amp; Knowledge Management","raw_type":"proceedings-article"},"type":"conference-paper","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5113466602","display_name":"Joel Barajas","orcid":null},"institutions":[{"id":"https://openalex.org/I1302485747","display_name":"Verizon (United States)","ror":"https://ror.org/02vdyxx64","country_code":"US","type":"company","lineage":["https://openalex.org/I1302485747"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]},{"id":"https://openalex.org/I4401726916","display_name":"Verizon Media (United States)","ror":"https://ror.org/05dgrnf47","country_code":null,"type":"company","lineage":["https://openalex.org/I4401726916"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Joel Barajas","raw_affiliation_strings":["Yahoo Research, Verizon Media, Sunnyvale, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo Research, Verizon Media, Sunnyvale, CA, USA","institution_ids":["https://openalex.org/I1302485747","https://openalex.org/I4210134091","https://openalex.org/I4401726916"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5062807220","display_name":"Narayan Bhamidipati","orcid":null},"institutions":[{"id":"https://openalex.org/I1302485747","display_name":"Verizon (United States)","ror":"https://ror.org/02vdyxx64","country_code":"US","type":"company","lineage":["https://openalex.org/I1302485747"]},{"id":"https://openalex.org/I4210134091","display_name":"Yahoo (United States)","ror":"https://ror.org/040dkzz12","country_code":"US","type":"company","lineage":["https://openalex.org/I4210134091"]},{"id":"https://openalex.org/I4401726916","display_name":"Verizon Media (United States)","ror":"https://ror.org/05dgrnf47","country_code":null,"type":"company","lineage":["https://openalex.org/I4401726916"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"Narayan Bhamidipati","raw_affiliation_strings":["Yahoo Research, Verizon Media, Sunnyvale, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Yahoo Research, Verizon Media, Sunnyvale, CA, USA","institution_ids":["https://openalex.org/I1302485747","https://openalex.org/I4210134091","https://openalex.org/I4401726916"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5113808513","display_name":"James G. Shanahan","orcid":null},"institutions":[{"id":"https://openalex.org/I95457486","display_name":"University of California, Berkeley","ror":"https://ror.org/01an7q238","country_code":"US","type":"education","lineage":["https://openalex.org/I95457486"]}],"countries":["US"],"is_corresponding":false,"raw_author_name":"James G. Shanahan","raw_affiliation_strings":["Church and Duncan Group Inc and UC Berkeley, Berkeley, CA, USA"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Church and Duncan Group Inc and UC Berkeley, Berkeley, CA, USA","institution_ids":["https://openalex.org/I95457486"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":4,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":null,"has_fulltext":false,"cited_by_count":3,"citation_normalized_percentile":null,"cited_by_percentile_year":null,"biblio":{"volume":null,"issue":null,"first_page":"4838","last_page":"4841"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9988999962806702,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T12101","display_name":"Advanced Bandit Algorithms Research","score":0.9988999962806702,"subfield":{"id":"https://openalex.org/subfields/1803","display_name":"Management Science and Operations Research"},"field":{"id":"https://openalex.org/fields/18","display_name":"Decision Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T11161","display_name":"Consumer Market Behavior and Pricing","score":0.9987000226974487,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10845","display_name":"Advanced Causal Inference Techniques","score":0.9958000183105469,"subfield":{"id":"https://openalex.org/subfields/2613","display_name":"Statistics and Probability"},"field":{"id":"https://openalex.org/fields/26","display_name":"Mathematics"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/computer-science","display_name":"Computer science","score":0.6857392191886902},{"id":"https://openalex.org/keywords/lift","display_name":"Lift (data mining)","score":0.5562912821769714},{"id":"https://openalex.org/keywords/matching","display_name":"Matching (statistics)","score":0.5487894415855408},{"id":"https://openalex.org/keywords/data-science","display_name":"Data science","score":0.42030608654022217},{"id":"https://openalex.org/keywords/data-mining","display_name":"Data mining","score":0.18156683444976807}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.6857392191886902},{"id":"https://openalex.org/C139002025","wikidata":"https://www.wikidata.org/wiki/Q3001212","display_name":"Lift (data mining)","level":2,"score":0.5562912821769714},{"id":"https://openalex.org/C165064840","wikidata":"https://www.wikidata.org/wiki/Q1321061","display_name":"Matching (statistics)","level":2,"score":0.5487894415855408},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.42030608654022217},{"id":"https://openalex.org/C124101348","wikidata":"https://www.wikidata.org/wiki/Q172491","display_name":"Data mining","level":1,"score":0.18156683444976807},{"id":"https://openalex.org/C105795698","wikidata":"https://www.wikidata.org/wiki/Q12483","display_name":"Statistics","level":1,"score":0.0},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1145/3459637.3482031","is_oa":false,"landing_page_url":"https://doi.org/10.1145/3459637.3482031","pdf_url":null,"source":null,"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Proceedings of the 30th ACM International Conference on Information &amp; Knowledge Management","raw_type":"proceedings-article"}],"best_oa_location":null,"sustainable_development_goals":[{"id":"https://metadata.un.org/sdg/9","display_name":"Industry, innovation and infrastructure","score":0.5899999737739563}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":19,"referenced_works":["https://openalex.org/W1516659296","https://openalex.org/W1745376753","https://openalex.org/W1943882014","https://openalex.org/W2016729144","https://openalex.org/W2058040657","https://openalex.org/W2121878111","https://openalex.org/W2144512268","https://openalex.org/W2346728723","https://openalex.org/W2564917231","https://openalex.org/W3011423189","https://openalex.org/W3015347727","https://openalex.org/W3094241458","https://openalex.org/W3122414560","https://openalex.org/W3123854162","https://openalex.org/W3124849816","https://openalex.org/W3125057276","https://openalex.org/W3126019886","https://openalex.org/W3156050170","https://openalex.org/W3194981584"],"related_works":["https://openalex.org/W2748952813","https://openalex.org/W2390279801","https://openalex.org/W2358668433","https://openalex.org/W2376932109","https://openalex.org/W2001405890","https://openalex.org/W2382290278","https://openalex.org/W2350741829","https://openalex.org/W2530322880","https://openalex.org/W1596801655","https://openalex.org/W2359140296"],"abstract_inverted_index":{"Online":[0],"advertising":[1],"has":[2],"historically":[3],"been":[4],"approached":[5],"as":[6],"an":[7],"ad-to-user":[8],"matching":[9],"problem":[10],"within":[11],"sophisticated":[12],"optimization":[13],"algorithms.":[14],"As":[15],"the":[16,27,47,63,86,101,119],"research":[17,78],"and":[18,44,76,96,111,130,133],"ad-tech":[19],"industries":[20],"have":[21,24],"progressed,":[22],"advertisers":[23],"increasingly":[25],"emphasized":[26],"causal":[28],"effect":[29],"estimation":[30],"of":[31,49,66,103,121],"their":[32],"ads":[33],"(incrementality)":[34],"using":[35],"controlled":[36],"experiments":[37],"(A/B":[38],"testing).":[39],"With":[40],"low":[41],"lift":[42],"effects":[43],"sparse":[45],"conversion,":[46],"development":[48,102,120],"incrementality":[50,87],"testing":[51,88,104,107],"platforms":[52],"at":[53],"scale":[54],"suggests":[55],"tremendous":[56],"engineering":[57],"challenges":[58],"in":[59,85,100,125],"measurement":[60],"precision.":[61],"Similarly,":[62],"correct":[64],"interpretation":[65],"results":[67],"addressing":[68],"a":[69,82,123,126],"business":[70,92],"goal":[71],"requires":[72],"significant":[73],"data":[74],"science":[75],"experimentation":[77],"expertise.":[79],"We":[80,113],"propose":[81],"practical":[83],"tutorial":[84],"landscape,":[89],"including:":[90],"The":[91,106],"need;":[93],"Literature":[94],"solutions":[95],"industry":[97],"practices;":[98],"Designs":[99],"platforms;":[105],"cycle,":[108],"case":[109],"studies,":[110],"recommendations.":[112],"provide":[114],"first-hand":[115],"lessons":[116],"based":[117],"on":[118],"such":[122],"platform":[124],"major":[127],"combined":[128],"DSP":[129],"ad":[131],"network,":[132],"after":[134],"running":[135],"several":[136],"tests":[137],"for":[138],"up":[139],"to":[140],"two":[141],"months":[142],"each":[143],"over":[144],"recent":[145],"years.":[146]},"counts_by_year":[{"year":2025,"cited_by_count":1},{"year":2023,"cited_by_count":1},{"year":2022,"cited_by_count":1}],"updated_date":"2026-07-14T23:27:15.235271","created_date":"2025-10-10T00:00:00"}
