Randall Lewis, Florian Zettelmeyer, Brett R. Gordon, Cristobal Garib, Johannes Hermle, Mike Perry, Henrique Romero, German Schnaidt
arXiv 11 Aug 2025 · Econometrics
arXiv:2508.08209 · PDF · DOI · OpenAlex · Extracted main text
Amazon's new Multi-Touch Attribution (MTA) solution allows advertisers to measure how each touchpoint across the marketing funnel contributes to a conversion. This gives advertisers a more comprehensive view of their Amazon Ads performance across objectives when multiple ads influence shopping decisions. Amazon MTA uses a combination of randomized controlled trials (RCTs) and machine learning (ML) models to allocate credit for Amazon conversions across Amazon Ads touchpoints in proportion to their value, i.e., their likely contribution to shopping decisions. ML models trained purely on observational data are easy to scale and can yield precise predictions, but the models might produce biased estimates of ad effects. RCTs yield unbiased ad effects but can be noisy. Our MTA methodology combines experiments, ML models, and Amazon's shopping signals in a thoughtful manner to inform attribution credit allocation.
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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 | Gordon, B. R., Moakler, R., and Zettelmeyer, F (2023) Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement self | 0.405 | 1 | 1 | 100% |
| 2 | Gordon, B. R., Moakler, R., and Zettelmeyer, F (2025) Predicted Incrementality by Experimentation (PIE) for Ad Measurement self | 0.405 | 1 | 1 | 100% |
| 3 | IAB (2024) IAB/MRC Retail Media Measurement Guidelines | 0.405 | 1 | 1 | 100% |
Showing the top 3 of 3 scored citations.
arXiv econ.EM papers that cite this one, ranked by how heavily they lean on it.
| Citing paper | Intensity | Mentions | Sections | |
|---|---|---|---|---|
| 1 | Predicted Incrementality by Experimentation (PIE) for Ad Measurement | 0.644 | 2 | 2 |