Modeling the clickstream across multiple online advertising channels using a binary logit with Bayesian mixture of normals
作者：
Highlights：
• We model individual clickstreams across multiple online advertising channels.
• We find different effects across multiple advertising types on click probabilities.
• Two consumer types are identified which are differently prone to ad exposures.
• Paid search advertising positively influences effects of display advertising.
• We outline managerial implications in the real-time bidding technology.
摘要
•We model individual clickstreams across multiple online advertising channels.•We find different effects across multiple advertising types on click probabilities.•Two consumer types are identified which are differently prone to ad exposures.•Paid search advertising positively influences effects of display advertising.•We outline managerial implications in the real-time bidding technology.
论文关键词：Display advertising,Retargeting,Paid search advertising,Consumer behavior,Baysian mixture
论文评审过程：Received 27 November 2012, Revised 23 July 2013, Accepted 26 July 2013, Available online 6 August 2013.
论文官网地址：https://doi.org/10.1016/j.elerap.2013.07.004
