Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising

Raghav Singal, Omar Besbes, Antoine Désir, Vineet Goyal, Garud Iyengar. Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising. Management Science, 68(10):7457-7479, 2022. [doi]

Abstract

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