Bypassing Performance Optimizers of Real Time Bidding Systems in Display Ad Valuation

2022 | Information Systems Research | Citations: 1

Authors: Christopher, Ranjit M.; Park, Sungho; Han, Sang Pil; Kim, Min-Kyu

Abstract: Demand-side platforms (DSPs) that purchase digital ad space using real-time bidd ... Expand

Abstract: Demand-side platforms (DSPs) that purchase digital ad space using real-time bidding (RTB) systems employ “black-box” performance optimizers to adjust bids at run time. Advertisers using field experiments to estimate the marginal value of display ads need to contend with the selective targeting of users by optimizers that adjust bids to target users with a greater propensity to respond favorably (i.e., click or conversion). In this paper, we propose an alternative approach for advertisers who choose to bypass their DSP’s performance optimizers for the purpose of assessing the value of their ads. We show that external frequency caps that set upper limits on the number of ad impressions outside the purview of bidding algorithms can serve as a suitable instrumental variable. Eliminating performance optimizers allows the advertiser to value ads without relying on the support services of the DSP with the added benefit of a broader customer reach and a markedly lower cost. As the focal advertiser disables performance optimizers, any overbidding or underbidding vis-à-vis competition that employs them results in a negative correlation between the numbers of ad impressions won and their underlying quality in real time. Using two large-scale randomized field experiments in different geographies (United States and Asia) and different devices (PC and mobile), we validate the proposed approach and report a positive effect of ad impression count after adjusting for net negative bias. Collapse

Topics: Tencent QQ marketing management online advertising electronic commerce mobile application

Methods: experiment experimental design instrumental variables estimation field experiment regression analysis method

Mitigating the Adverse Effect of Monetary Incentives on Voluntary Contributions Online

2021 | Journal of Management Information Systems | Citations: 18

Authors: Qiao, Dandan; Lee, Shun-Yang; Whinston, Andrew B.; Wei, Qiang

Abstract: Numerous online information systems (e.g., question and answer [Q&A] forums, cit ... Expand

Abstract: Numerous online information systems (e.g., question and answer [Q&A] forums, citizen science communities, and review websites) rely heavily on volunteer contributions. Managers have used monetary incentives to induce individuals to increase their contribution level. However, monetary incentives could also generate adverse effects, which could dampen individuals' intrinsic motivation and lead to lower contribution quality when incentives are small. To address this issue, we propose two intervention strategies, goal-setting and challenge-seeking, and conduct a series of randomized experiments. We find that small monetary incentives, when combined with the appropriate intervention strategies, can motivate users to increase contribution quantity while simultaneously sustaining high quality. Thus, integrating such intervention strategies with small incentives can be a cost-effective way to encourage voluntary contributions. Our research contributes to the literature on incentive provision and provides theoretical and practical implications for platforms relying on voluntary contributions. Collapse

Topics: intrinsic motivation online labor market

Methods: experiment experimental design statistical hypothesis test regression analysis method linear regression analysis

Construct Measurement and Validation Procedures in Mis and Behavioral Research: Integrating New and Existing Techniques

2011 | Management Information Systems Quarterly | Citations: 36

Authors: MacKenzie, Scott B.; Podsakoff, Philip M.; Podsakoff, Nathan P.

Abstract: Despite the fact that validating the measures of constructs is critical to build ... Expand

Abstract: Despite the fact that validating the measures of constructs is critical to building cumulative knowledge in MIS and the behavioral sciences, the process of scale development and validation continues to be a challenging activity. Undoubtedly, part of the problem is that many of the scale development procedures advocated in the literature are limited by the fact that they (1) fail to adequately discuss how to develop appropriate conceptual definitions of the focal construct, (2) often fail to properly specify the measurement model that relates the latent construct to its indicators, and (3) underutilize techniques that provide evidence that the set of items used to represent the focal construct actually measures what it purports to measure. Therefore, the purpose of the present paper is to integrate new and existing techniques into a comprehensive set of recommendations that can be used to give researchers in MIS and the behavioral sciences a framework for developing valid measures. First, we briefly elaborate upon some of the limitations of current scale development practices. Following this, we discuss each of the steps in the scale development process while paying particular attention to the differences that are required when one is attempting to develop scales for constructs with formative indicators as opposed to constructs with reflective indicators. Finally, we discuss several things that should be done after the initial development of a scale to examine its generalizability and to enhance its usefulness Collapse

Topics: job satisfaction organizational commitment

Methods: survey design experiment literature study chi squared test qualitative interview

Discrepant Values and Measures of Negotiator Performance

2000 | Group Decision and Negotiation | Citations: 8

Authors: Clyman, Dana R.; Tripp, Thomas M.

Abstract: The thesis of the paper is that measuring negotiator performance correctly is di ... Expand

Abstract: The thesis of the paper is that measuring negotiator performance correctly is difficult because the values that those of us who measure negotiator performance think negotiators are maximizing may differ from the values negotiators are actually maximizing. When such discrepant values exist, using performance measures that do not account for them can lead easily to incorrect conclusions about negotiator performance. Indeed, good performance may be judged poor, and vice-versa. This paper explores several related literatures, including the experimental-bargaining, behavioral-decision-making, and procedural-justice literatures, to demonstrate that discrepant values exist. It then demonstrates that whenever performance measures are used as dependent variables in negotiation experiments, the existence of discrepant values can lead to both Type I and Type II construct-validity errors. Collapse

Topics: decision making

Methods: experiment simulation experimental design literature study

Theories: procedural justice theory decision theory prisoner's dilemma

Methodological Issues in Experimental IS Research: Experiences and Recommendations

1985 | Management Information Systems Quarterly | Citations: 36

Authors: Jarvenpaa, Sirkka; Dickson, Gary; DeSanctis, Gerardine

Abstract: Within the last ten years the use of experimental methodology in information sy ... Expand

Abstract: Within the last ten years the use of experimental methodology in information systems (IS) research has substantially increased. However, despite our experience with experimentation, studies continue to suffer from methodological problems. These problems have led to an accumulation of conflicting results in several areas of IS research. Moreover, future research studies will keep producing contradictory results unless researchers begin to answer questions of task and measurement validity before reporting their experimental findings. This article discusses common methodological problems in experimental IS studies and, through a description of a series of graphics experiments at the University of Minnesota, illustrates the particularly acute problem of low internal validity. Suggestions are offered to experimental IS researchers on how some of these common problems can be alleviated or even avoided, particularly in studies on the use of managerial graphics. Collapse

Topics: task complexity marketing management problem solving decision making usability

Methods: experiment experimental task survey pilot experiment experimental design