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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International Journal For Multidisciplinary Research