To Vary or Not?  The Effects of Ad Variation on the Web
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To Vary or Not? The Effects of Ad Variation on the Web By Sang Y ...

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Table of Contents

Foreword

ix

Preface

xiii

Acknowledgements

xvii

Executive Summary

xix

Chapter 1 - Introduction

1

Chapter 2 - Literature Review

5

Chapter 3 Method & Results

25

Chapter 4 Discussion

53

Chapter 5 Conclusion

59

Appendices

63

References

97

Name Index

103

Subject Index

105