Advertisers of display ads benefit from being able to measure the effectiveness of their campaigns for driving site traffic. However, some platforms do not enable such measurement due to the site metrics required to assess effectiveness of display ads being stored in a different location than bid management data pertaining to the ads. The techniques described herein measure the impact of the display ads bid management on site traffic. In particular, increased site engagement due to bid management of display ads is assessed along multiple dimensions of bid management, e.g., ad insertion order, ad creatives, target site, etc., to understand and improve the effectiveness of display ads. Data on the impact of ads enables advertisers to undertake a cost-benefit analysis of their campaigns.
Zhuge, Yuan; Fang, Xiuduan; Zhou, Christine; Lai, Ping; Wu, Xintian; Nikuliak, Aliaksei; Jain, Anshul; Aggarwal, Abhishek; and Savage, Jesse, "Measurement of impact of display advertisements on site traffic", Technical Disclosure Commons, (August 16, 2017)