When Attribution Fails: Selection, Targeting, and Measurement in Real-Time Bidding Advertising

SSRN Electronic Journal 2026 Preprint Open access

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Authors: Yuanchun Ye, Pei Xue

DOI: 10.2139/ssrn.6530478

Cited by: 1

Fields of Study & Subjects

Consumer Market Behavior and Pricing Auction Theory and Applications Customer churn and segmentation