Measuring the effectiveness of display advertising: a time series approach

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

• Type: Journal
• Year: 2011
• Where: WWW
• Authors: Joel Barajas, Ram Akella, Marius Holtan, Jaimie Kwon, Brad Null
• Keywords: Internet Technology, Kalman filtering Approach, Online Display Advertising, Subject Descriptors, WWW 2011