
International Journal For Multidisciplinary Research
E-ISSN: 2582-2160
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Impact Factor: 9.24
A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal
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Volume 7 Issue 2
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Empirical Analyses of the Bias in User Based Randomized Control Trials Created Due to Difference in Unit of Randomization and Unit of Measurement in Digital Ad Delivery Platforms
Author(s) | Varun Chivukula |
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Country | USA |
Abstract | impact of ads. However, misalignment between the units of randomization and measurement introduces biases that significantly distort lift outcomes. This paper examines such challenges when the unit of randomization is an ad platform user, but the unit of conversion measurement aligns with advertiser accounts. Using a probabilistic model, we quantify the understatement in measured lift caused by this misclassification, identify drivers, and propose potential solutions. |
Keywords | Causal inference, Digital Ad platforms, Randomized control trials, Misclassification Bias, Halo effect |
Published In | Volume 3, Issue 2, March-April 2021 |
Published On | 2021-04-26 |
DOI | https://doi.org/10.36948/ijfmr.2021.v03i02.26696 |
Short DOI | https://doi.org/g82h5w |
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E-ISSN 2582-2160

CrossRef DOI is assigned to each research paper published in our journal.
IJFMR DOI prefix is
10.36948/ijfmr
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