Presentations

How Online Display Ads Work: Lessons from 432 Field Experiments

Garrett Johnson, Boston University

Garrett Johnson will discuss lessons from 432 online display ad field experiments on the Google Display Network. These experiments featured 431 advertisers from varied industries, which on average included 4 million users. He will answer three fundamental questions: (1) How well do online display ads work? (2) What is the carry-over effect after the campaign ends? and (3) How does the lift at the top of the funnel translate into the lift at the bottom of the funnel?

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