The Application Of Neyman-Pearson Methodology To The Estimation Of Web Advertising Viewers

Abstract

As electronic commerce continues to expand as a medium of choice in transaction markets, issues of advertising effectiveness and exposure have become increasingly salient. While the literature is replete concerning levels of exposure for more traditional forms of advertising and commerce, the extension of much of this work to the electronic commerce market is limited, despite the wealth of online tracking information that does not exist in more traditional markets. This manuscript addresses this limitation by considering the important issue of estimating advertisement exposure for “banner” or “target” advertisements within electronic commerce through the utilization of standard Neyman-Pearson statistical methodology.