Which merchants should get ads? Heterogeneous ROAS

Heterogeneous effectsHard

Problem. Ads help some merchants a lot and others barely. You want to steer ad budget (or recommend advertising) to the merchants where ads are most incremental. How do you find them?

Before you reveal: say your answer out loud, as if you were in the real interview — get your reasoning across clearly first. There is no single correct answer: reading what the interviewer is really after and defending your own thinking is what makes an answer strong.

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