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see also a similar paper from google about long term user satisfaction, ad blindness, and short term metrics that predict long term ones

Here's a discussion of all the papers I know measuring the causal impact of ads: https://www.gwern.net/Ads#replication

Thanks for posting this. I'm doing research in this area and this is fantastic

Glad to help. If you're running any experiments (I'm still in the middle of the followup to my first one), I'd like to hear about the results.