Garrett Johnson

Questrom School of Business

595 Commonwealth Avenue

Boston, MA 02215

United States

http://www.bu.edu/questrom/faculty-research/faculty-directory/garrett-johnson/

SCHOLARLY PAPERS

8

DOWNLOADS
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Top 6,646

in Total Papers Downloads

6,391

CITATIONS

0

Scholarly Papers (8)

1.

Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness

Simon Business School Working Paper No. FR 15-21
Number of pages: 59 Posted: 19 Jun 2015 Last Revised: 13 Jan 2017
Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer
Questrom School of Business, Netflix and Google Inc.
Downloads 2,210 (5,789)

Abstract:

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advertising effectiveness, field experiments, digital advertising

2.

Location, Location, Location: Repetition and Proximity Increase Advertising Effectiveness

Number of pages: 41 Posted: 23 May 2013 Last Revised: 03 Jun 2016
Garrett Johnson, Randall A. Lewis and David Reiley
Questrom School of Business, Netflix and Pandora Media, Inc.
Downloads 1,279 (14,243)

Abstract:

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advertising effectiveness, field experiments, digital advertising, ad frequency, targeting

3.

Cost Per Incremental Action: Efficient Pricing of Advertising

Simon Business School Working Paper No. FR 15-29
Number of pages: 37 Posted: 03 Oct 2015
Garrett Johnson and Randall A. Lewis
Questrom School of Business and Netflix
Downloads 700 (34,290)

Abstract:

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Online advertising, Pay model, Experimentation, Ad effectiveness

4.

The Online Display Ad Effectiveness Funnel & Carryover: Lessons from 432 Field Experiments

Number of pages: 42 Posted: 11 Dec 2015 Last Revised: 02 Oct 2017
Garrett Johnson, Randall A. Lewis and Elmar Nubbemeyer
Questrom School of Business, Netflix and Google Inc.
Downloads 587 (43,359)

Abstract:

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advertising effectiveness, field experiments, digital advertising, meta-study

5.

Consumer Privacy Choice in Online Advertising: Who Opts Out and at What Cost to Industry?

Simon Business School Working Paper No. FR 17-19
Number of pages: 50 Posted: 21 Aug 2017 Last Revised: 03 Mar 2019
Garrett Johnson, Scott Shriver and Shaoyin Du
Questrom School of Business, Columbia Business School - Marketing and University of Rochester - Simon Business School
Downloads 555 (46,582)

Abstract:

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Privacy, digital advertising, consumer protection, self-regulation

6.

The Impact of Privacy Policy on the Auction Market for Online Display Advertising

Simon School Working Paper No. FR 13-26
Number of pages: 66 Posted: 01 Oct 2013 Last Revised: 07 Oct 2013
Garrett Johnson
Questrom School of Business
Downloads 476 (56,665)

Abstract:

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privacy, auctions, advertising, policy

7.

When Less is More: Data and Power in Advertising Experiments

Simon Business School Working Paper No. FR 15-31
Number of pages: 35 Posted: 31 Oct 2015 Last Revised: 15 Feb 2016
Garrett Johnson, Randall A. Lewis and David Reiley
Questrom School of Business, Netflix and Pandora Media, Inc.
Downloads 377 (74,969)

Abstract:

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advertising effectiveness, field experiments, digital advertising

Great and Small Walls of China: Distance & Chinese E-Commerce

NET Institute Working Paper No. 15-14
Number of pages: 28 Posted: 22 Oct 2015
Liang Chen, Garrett Johnson and Yao Luo
Wuhan University, Questrom School of Business and University of Toronto - Department of Economics
Downloads 110 (240,806)

Abstract:

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e-commmerce, China, gravity, distance, domestic trade, Internet marketing

Great and Small Walls of China: Distance & Chinese E-Commerce

Simon Business School Working Paper No. FR 15-28
Number of pages: 28 Posted: 01 Oct 2015
Liang Chen, Garrett Johnson and Yao Luo
Wuhan University, Questrom School of Business and University of Toronto - Department of Economics
Downloads 97 (262,992)

Abstract:

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e-commmerce; China, gravity; distance; domestic trade; Internet marketing