Auction Throttling and Causal Inference of Online Advertising Effects
广告竞价节流与在线广告效果的因果推断
Causally identifying the effect of digital advertising is challenging, because experimentation is expensive, and observational data lacks random variation. This paper identifies a pervasive source of naturally occurring, quasi-experimental variation in user-level ad-exposure in digital advertising campaigns. It shows how this variation can be utilized by ad-publishers to identify the causal effect of advertising campaigns. The variation pertains to auction throttling, a…