@inproceedings{KDD-2011-Reiley,
	author        = "David H. Reiley",
	booktitle     = "{Proceedings of the 17th International Conference on Knowledge Discovery and Data Mining}",
	doi           = "10.1145/2020408.2020535",
	isbn          = "978-1-4503-0813-7",
	pages         = "777",
	publisher     = "{ACM}",
	title         = "{“Which half Is wasted?”: controlled experiments to measure online-advertising effectiveness}",
	year          = 2011,
}