Working Papers

Targeting and Privacy in Mobile Advertising

Omid Rafieian and Hema Yoganarasimhan

Oct 18, 2018

Proposes a modeling framework that consists of two components – a machine learning framework for targeting and click-through rate predictions and a stylized analytical framework for conducting data-sharing counterfactuals and examining economic incentives in this marketplace. Applies framework to data from the leading in-app ad-network of an Asian country.

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