This is the program for the 2010 Joint Statistical Meetings in Vancouver, British Columbia.

Abstract Details

Activity Number: 105
Type: Invited
Date/Time: Monday, August 2, 2010 : 8:30 AM to 10:20 AM
Sponsor: Section on Statistics and Marketing
Abstract - #306236
Title: Randomized Experiments for Measuring Display Advertising Effectiveness
Author(s): Taylan Yildiz*+ and Nicolas Remy
Companies: Google and Google
Address: , , ,
Keywords: display advertising ; randomized experiments ; split testing ; optimization ; koopman lift estimator ; site effectiveness

Measuring effectiveness of display ads requires more than tying impressions to conversions as we would like to know what the users would have done had they not seen the ad. The gold standard for quantifying the impact of a campaign above and beyond the user's innate propensity to convert is through randomized experiments, where users are split into treatment and control groups. While the treatment group is exposed to campaign ads, the control users see public display announcement ads. Quantifying the lift requires some statistical care as the very low conversion rates require asymmetric confidence intervals that are bound by zero. We also built a model to understand the relationship between the conversion probability and the distribution of impressions across sites.

The address information is for the authors that have a + after their name.
Authors who are presenting talks have a * after their name.

Back to the full JSM 2010 program

2010 JSM Online Program Home

For information, contact or phone (888) 231-3473.

If you have questions about the Continuing Education program, please contact the Education Department.