Brett R. Gordon

Northwestern University — United States

Business, Management and Accounting · Social Sciences

21h-index1.9kcitations54works1.02yr avg
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Research Topics

Consumer Market Behavior and Pricing(24), Digital Platforms and Economics(14), Innovation Diffusion and Forecasting(11), Advanced Causal Inference Techniques(7), Media Influence and Politics(7)

Publications54 total

Characterizing and Minimizing Divergent Delivery in Meta Advertising Experiments
arXiv (Cornell University)·2025Open Access
Amazon Ads Multi-Touch Attribution
arXiv (Cornell University)·2025Open Access
Personalization and targeting: how to experiment, learn & optimize
International Journal of Research in Marketing·2025· 2 citedOpen Access
Multicell Experiments for Marginal Treatment Effect Estimation of Digital Ads
Management Science·2025· 1 cited
Personalization and Targeting: How to Experiment, Learn & Optimize
SSRN Electronic Journal·2024· 2 citedOpen Access
Predictive Incrementality by Experimentation (PIE) for Ad Measurement
arXiv (Cornell University)·2023· 2 citedOpen Access
Multicell experiments for marginal treatment effect estimation of digital ads
arXiv (Cornell University)·2023Open Access
Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement
Marketing Science·2022· 71 cited
Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections
Management Science·2022· 13 cited
Close Enough? A Large-Scale Exploration of Non-Experimental Approaches to Advertising Measurement
arXiv (Cornell University)·2022· 25 citedOpen Access
Digitization and Flexibility: Evidence from the South Korean Movie Market
Marketing Science·2021· 7 cited
Inefficiencies in Digital Advertising Markets
Journal of Marketing·2020· 151 cited
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
Marketing Science·2019· 258 cited
Inefficiencies in Digital Advertising Markets
SSRN Electronic Journal·2019· 1 citedOpen Access
Disentangling the Effects of Ad Tone on Voter Turnout and Candidate Choice in Presidential Elections
SSRN Electronic Journal·2019· 2 citedOpen Access
An Empirical Study of National vs. Local Pricing by Chain Stores Under Competition
Marketing Science·2018· 25 cited
Field studies of psychologically targeted ads face threats to internal validity
Proceedings of the National Academy of Sciences·2018· 65 citedOpen Access
Field studies of psychologically targeted ads face threats to internal validity
2018· 10 cited
Digitization and Distribution: The Ends Against the Middle
SSRN Electronic Journal·2018· 1 citedOpen Access
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
SSRN Electronic Journal·2017· 70 citedOpen Access
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Frequent Co-authors

Ronald L. Goettler(8), Dennis Epple(7), Florian Zettelmeyer(5), Holger Sieg(5), Mitchell J. Lovett(5), Wesley R. Hartmann(3), Ron Shachar(3), Kevin Arceneaux(3), Sridhar Moorthy(3), Michael Peress(3), Akshay R. Rao(3), Subrata K. Sen(3), David Soberman(3), Oleg Urminsky(3), Oded Netzer(3), Carl F. Mela(3), Neha Bhargava(2), Dan Chapsky(2), Kinshuk Jerath(2), Zsolt Katona(2)