| Document Date: 2012-11-20 19:54:12
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City Cambridge / / Company Twitter / Google / Facebook / Attribution Technologies / / Continent North America / Europe / / Country United Kingdom / / IndustryTerm paid search / media platforms / online search ad / digital advertising channels / online advertising / advertising platform / advertising allocation decisions / online display advertising channels / online advertising market / media techniques / advertising works / digital advertising / advertising network / larger advertising budget / online and offline advertising / advertising performance / digital advertising revolution / possible search terms / online display advertising / advertising channels / internet firms / online advertising markets / paid search providers / particular search term / advertising industry / advertising campaigns / advertising effectiveness / paid search advertising / remote server / advertising media / organic search advertising channels / offline advertising market / social media / internal server / Online Advertising Markets Catherine Tucker∗ November / technology developers / Online By / offline advertising / particular advertising / advertising technologies / online environment / online videos / paid search ads / search engines / display advertising / offline media / online channels / advertising platforms / advertising / consumer product / search ad / offline advertising channels / advertising exposure / search advertising / mobile advertising / / Organization School of Management / MIT / / Person Goldfarb / Catherine Tucker / Henry Ford / John Wanamaker / / Position Associate Professor of Marketing / Research Associate at the NBER / / ProvinceOrState Massachusetts / / Technology attribution technology / /
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The Implications of Improved Attribution and Measurability for Online Advertising Markets Catherine Tucker∗ November 20, 2012 Abstract