| 摘要 |
The present invention provides techniques which can be viewed as natural experiments in online advertising. Techniques are provided in which online advertising information is used in obtaining experimental information for measuring or estimating an impact of a variable such as a user-advertisement relationship, such as advertisement targeting, on performance of an advertisement, such as may be measured using conversation rates, click through rates, or other metrics. Techniques are provided that include use of a difference-in-differences technique, including use of performance information relating to performance of two different advertisements relative to a treatment group and a control group.
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