Shapley Value Methods for Attribution Modeling in Online Advertising

Understand

This paper re-examines the Shapley value methods for attribution analysis in the area of online advertising.

• As a credit allocation solution in cooperative game theory, Shapley value method directly quantifies the contribution of online advertising inputs to the advertising key performance indicator (KPI) across multiple channels.
• We simplify its calculation by developing an alternative mathematical formulation.
• The new formula significantly improves the computational efficiency and therefore extends the scope of applicability.