International Journal For Multidisciplinary Research

E-ISSN: 2582-2160     Impact Factor: 9.24

A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

Call for Paper Volume 7, Issue 2 (March-April 2025) Submit your research before last 3 days of April to publish your research paper in the issue of March-April.

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
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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