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Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy.

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Title: Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy.
Authors: Hsieh, Tsung-Yiou1 (AUTHOR) thsieh@okstate.edu, Du, Rex Yuxing2 (AUTHOR) rex.du@mccombs.utexas.edu, Lu, Shijie3 (AUTHOR) slyu@nd.edu
Source: Marketing Science (INFORMS). May/Jun2026, Vol. 45 Issue 3, p632-652. 21p.
Database: Business Source Ultimate
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  Data: <searchLink fieldCode="JN" term="%22Marketing+Science+%28INFORMS%29%22">Marketing Science (INFORMS)</searchLink>. May/Jun2026, Vol. 45 Issue 3, p632-652. 21p.
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      – Type: doi
        Value: 10.1287/mksc.2023.0582
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      – Code: eng
        Text: English
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      – TitleFull: Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy.
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            NameFull: Du, Rex Yuxing
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              Text: May/Jun2026
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