Experimentation and performance in advertising: An observational survey of firm practices on Facebook
作者：
Highlights：
• Generalizable evidence on the use of experimentation by firms is sparse.
• The authors study experimentation by thousands of firms on an advertising platform.
• Experimentation is adopted across industries, but adoption is far from perfect.
• Experimenting firms experience higher concurrent and subsequent performance.
• Many firms may fall short of their potential by not using advertising experimentation.
摘要
•Generalizable evidence on the use of experimentation by firms is sparse.•The authors study experimentation by thousands of firms on an advertising platform.•Experimentation is adopted across industries, but adoption is far from perfect.•Experimenting firms experience higher concurrent and subsequent performance.•Many firms may fall short of their potential by not using advertising experimentation.
论文关键词：Firm experimentation,Exploration,Online advertising,Organizational learning,Reinforcement learning
论文评审过程：Received 21 February 2020, Revised 26 April 2020, Accepted 9 May 2020, Available online 19 May 2020, Version of Record 12 June 2020.
论文官网地址：https://doi.org/10.1016/j.eswa.2020.113554
