The introduction of online metrics, such as click through rate (CTR) and cost per acquisition (CPA), by online advertisers has made it easy for marketing managers to justify online ad spending. But these metrics suffer from two key problems: (a) they do not account for attribution, since they give credit to the last click and ignore the impact of other ad formats, and (b) they ignore the dynamics, since they only account for the immediate impact of ads.... In this paper, we use time series models to infer the interaction between search and display ads and also capture their impact over time.
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