Estimating the Value of Offsite Tracking Data to Advertisers: Evidence from Meta
We run a large-scale field experiment at Meta to estimate how valuable offsite tracking data are for digital ad effectiveness.
Authors
- Nils Wernerfelt (ORCID: https://orcid.org/0000-0002-8210-2830)
- Robert Moakler
- Bradley Shapiro (ORCID: https://orcid.org/0000-0003-1938-6727)
- Anna Tuchman (ORCID: https://orcid.org/0000-0003-1345-184X)
Institutions
- Northwestern University (US)
- University of Chicago (US)
- Meta (United States) (US)
Publication Details
- Journal
- Marketing Science
- Published
- 2024-09-30
- DOI
- https://doi.org/10.1287/mksc.2023.0274
- Citations
- 12
- Primary Topic
- Consumer Market Behavior and Pricing
- Type
- article
- Field-Weighted Citation Impact
- 4.39