arXiv 28 Aug 2020 · Econometrics · 3 citations (OpenAlex)
arXiv:2008.12849 · PDF · DOI · OpenAlex · Extracted main text
Consumers interact with firms across multiple devices, browsers, and machines; these interactions are often recorded with different identifiers for the same consumer. The failure to correctly match different identities leads to a fragmented view of exposures and behaviors. This paper studies the identity fragmentation bias, referring to the estimation bias resulted from using fragmented data. Using a formal framework, we decompose the contributing factors of the estimation bias caused by data fragmentation and discuss the direction of bias. Contrary to conventional wisdom, this bias cannot be signed or bounded under standard assumptions. Instead, upward biases and sign reversals can occur even in experimental settings. We then compare several corrective measures, and discuss their respective advantages and caveats.
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The works this paper leans on most, across its whole bibliography — not restricted to papers in our corpus. Ranked by composite intensity, which combines how often a work is mentioned, how many sections mention it, and how much of that falls in the main text rather than the appendix.
| Reference | Intensity | Mentions | Sections | Main text | |
|---|---|---|---|---|---|
| 1 | Dominic Coey \ Michael Bailey (2016) People and cookies: Imperfect treatment assignment in online experiments | 0.874 | 5 | 2 | 100% |
| 2 | Thomas Blake, Sarah Moshary, Kane Sweeney \ Steven Tadelis Price salience and product choice | 0.644 | 2 | 2 | 100% |
| 3 | Joel Barajas, Ram Akella, Marius Holtan \ Aaron Flores (2016) Experimental designs and estimation for online display advertising attribution in marketplaces | 0.511 | 2 | 1 | 100% |
| 4 | Oliver J Rutz, Michael Trusov \ Randolph E Bucklin (2011) Modeling indirect effects of paid search advertising: Which keywords lead to more future visits? | 0.511 | 2 | 1 | 100% |
| 5 | Ran Abramitzky, Leah Platt Boustan, Katherine Eriksson, James J Feig… Automated linking of historical data | 0.405 | 1 | 1 | 100% |
| 6 | Arslan Aziz \ Rahul Telang (2016) What is a cookie worth? | 0.405 | 1 | 1 | 100% |
| 7 | Martha Bailey, Connor Cole, Morgan Henderson \ Catherine Massey (2020) How well do automated methods perform in historical samples? Evidence from new ground truth | 0.405 | 1 | 1 | 100% |
| 8 | Ron Berman (2018) Beyond the last touch: Attribution in online advertising | 0.405 | 1 | 1 | 100% |
| 9 | Thomas Blake, Chris Nosko \ Steven Tadelis (2016) Returns to consumer search: Evidence from ebay | 0.405 | 1 | 1 | 100% |
| 10 | Alexander Bleier \ Maik Eisenbeiss (2015) Personalized online advertising effectiveness: The interplay of what, when, and where | 0.405 | 1 | 1 | 100% |
Showing the top 10 of 33 scored citations.