ALM-MTA combines front-door causal identification with an adversarially learned mediator and contrastive learning to perform multi-touch attribution, reporting lifts of 0.04% DAU, 0.6% daily active creators, and 670% unit exposure efficiency on a 400M-DAU platform.
Attribution modeling increases efficiency of bidding in display advertising
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ALM-MTA:Front-Door Causal Multi-Touch Attribution Method for Creator-Ecosystem Optimization
ALM-MTA combines front-door causal identification with an adversarially learned mediator and contrastive learning to perform multi-touch attribution, reporting lifts of 0.04% DAU, 0.6% daily active creators, and 670% unit exposure efficiency on a 400M-DAU platform.