Effects of Internet Display Advertising in the Purchase Funnel: Model-Based Insights from a Randomized Field Experiment

For your marketing

Possible founder application

Measure how campaigns affect more than the final conversion event, while preserving the experimental control that supports causal estimates. Check the paper's full results before mapping its model to a SaaS funnel.

Reported result

What the study found

The paper uses randomized exposure data to estimate how display advertising affects multiple purchase-funnel outcomes rather than relying only on last-click attribution.

Research question

What the authors investigated

How does Internet display advertising affect consumer movement through the purchase funnel?

Design

The authors use cookie-level data from a randomized field experiment at a financial-tools provider and fit a model of consumer behavior through funnel stages.

Sample and setting

Online visitors to one financial-tools provider who were included in the display-ad experiment; the publisher preview does not report sample size.

Scope and transfer

Limitations to keep in view

One provider and advertiser setting; the accessible abstract result does not report effect sizes or full funnel estimates. Cookie-based measurement and tracking conditions have changed since publication.

Research sources

Journal of Marketing Research publisher record and abstract; profile avoids reporting numeric effects not visible in the inspected abstract.