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SRC-c7e9c2cd2fe4d366 · Source record

Methods for Measuring Brand Lift of Online Ads

American Statistical Association / Google · 1 connected claims

Canonical route

https://ww2.amstat.org/meetings/proceedings/2018/data/assets/pdf/867171.pdf

Claims connected to this source

  1. MWITA-XMO-2026-004The method randomizes eligible users to normal campaign delivery or ad holdout and estimates brand lift as the favorable-response-rate difference; its quantitative comparisons find regression correction more stable than propensity weighting under imperfect solicitation and response.Evidence A

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