Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy.
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| Title: | Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy. |
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| Authors: | Hsieh, Tsung-Yiou1 (AUTHOR) thsieh@okstate.edu, Du, Rex Yuxing2 (AUTHOR) rex.du@mccombs.utexas.edu, Lu, Shijie3 (AUTHOR) slyu@nd.edu |
| Source: | Marketing Science (INFORMS). May/Jun2026, Vol. 45 Issue 3, p632-652. 21p. |
| Database: | Business Source Ultimate |
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