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Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the

Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold.

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    • 2017
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    • Doctoral Dissertation Business Administration 2017

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