Difference between revisions of "Pelican"
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Revision as of 23:31, 23 January 2021
Neustar's Private Learning and Inteference for Causal Attribution (Pelican) provides key market requirements for causal attribution of sequences of exposure across decentralized publishers.[1]
The focus of Pelican is to ensure marketers can continue to provide multi-touch credit for publishers, given other proposals would only support last-click attribution. See Private Click Attribution.
Causal measurement makes it possible to say how effective advertising is at changing user behavior.[2] Operationalizing causal measurement in practice requires not only measuring marketing's impact on a consumer's decision to purchase, but also quantifying the consumer's inherent propensity to convert. [3]
Impact
By improving marketers' ability to attribute credit to more publishers, they will allocate more spend with those publishers.
References
- ↑ https://github.com/neustar/pelican
- ↑ Singh, K., Vaver, J., Little, R., Fan, R. 2018. "Attribution Model Evaluation." https://research.google/pubs/pub46901/.
- ↑ Kelly, J., Vaver, J., Koehler, J. 2018. "A Causal Framework for Digital Attribution." https://research.google/pubs/pub46905/.