Online: MIE Distinguished Seminar Series with Professor Garud Iyengar: “Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising”

Friday, March 5, 2021

*ONLINE* – Recorded seminar available to watch here.
March 5, 2021
Interested members of the U of T community who would like to attend the online seminars can email Kendra Hunter at for the Zoom link.

Professor Garud Iyengar (Industrial Engineering and Operations Research Department at Columbia University): Shapley Meets Uniform: An Axiomatic Framework for Attribution in Online Advertising

A central challenge in online advertising is attribution, namely, assessing the contribution of individual ads to product purchase. We develop an axiomatic framework for attribution in online advertising. Under a Markovian model for user behavior, we illustrate limitations of existing heuristics and propose a novel framework motivated by causality and game theory. Furthermore, we establish that our framework coincides with an adjusted “unique-uniform” attribution scheme. This scheme is efficiently implementable and can be interpreted as a correction to the commonly used uniform attribution scheme. We supplement our theory with numerical experiments inspired by a real-world dataset.

Joint work with Raghav Singal (alum of MIE, U Toronto), Omar Besbes, Antoine Desir, and Vineet Goyal.

Garud Iyengar is a Professor in the Industrial Engineering and Operations Research Department in the School of Engineering and Applied Science at Columbia University. He received his B. Tech. in Electrical Engineering from IIT Kanpur, and an MS and PhD in Electrical Engineering from Stanford University. His research interests are broadly in control and optimization. His published works span a diverse range of fields, including information theory, applied mathematics, operations research, economics and financing engineering. His current projects focus on the areas of large scale power systems, reinforcement learning, and modeling of cellular processes.

MIE’s Distinguished Seminar Series features top international researchers and leading experts across major areas of Mechanical Engineering and Industrial Engineering. The speakers present about their latest research and offer their perspectives on the current state of their field. The seminars are part of the program requirements for MIE Master of Applied Science and PhD students. The Distinguished Seminar Series is coordinated for 2020-2021 by Associate Professor Tobin Filleter.

View all upcoming MIE Distinguished Seminars.


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