Multicell experiments for marginal treatment effect estimation of digital ads
用于数字广告边际处理效应估计的多单元实验
Randomized experiments with treatment and control groups are an important tool to measure the impacts of interventions. However, in experimental settings with one-sided noncompliance extant empirical approaches may not produce the estimands a decision maker needs to solve the problem of interest. For example, these experimental designs are common in digital advertising settings but typical methods do not yield effects that inform the intensive margin: how many consumers…