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Measuring the Effects of Advertising: The Digital Frontier

Randall Lewis, Justin M. Rao, and David H. Reiley

in Economic Analysis of the Digital Economy

Published in print:
2015
Published Online:
September 2015
ISBN:
9780226206844
eISBN:
9780226206981
Item type:
chapter
Publisher:
University of Chicago Press
DOI:
10.7208/chicago/9780226206981.003.0007
Subject:
Economics and Finance, Development, Growth, and Environmental

Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and ... More


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