Presentation: Incrementality Bidding & Attribution (July 2018). Authors: Lewis, Randall A. and Wong, Jeffrey Paper: Incrementality Bidding & Attribution (February 27, 2018) Authors: Lewis, Randall A. and Wong, Jeffrey. Video: Incrementality Bidding & Attribution (July 2018). Authors: Lewis, Randall A. and Wong, Jeffrey Johnson, Garrett and Lewis, Randall A. and Nubbemeyer, Elmar, Ghost Ads: Improving the Economics of Measuring Online Ad Effectiveness (January 12, 2017). Simon Business School Working Paper No. FR 15-21.