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Data. Brainpower. Breakthrough Innovation. 

In a crowded marketplace, innovative marketing strategies mean the difference between success and failure. For decades, the Kellogg School of Management has been a leader in marketing research and education, blazing a trail of innovation and setting the trends at the forefront of our rapidly changing world.

Powered by the expertise of more than a dozen leading Kellogg faculty, the AdTLab (pronounced “Ad Lab”)  harnesses extensive data, cutting-edge methodologies, and intuitive strategies to explore critical issues in digital advertising. From measurement and attribution to personalization and privacy, AdTLab's groundbreaking research is fueling how companies and consumers conduct business today.

Research and insights emerging from AdTLab span industries and have substantial implications for businesses aiming to market their brands, goods and services. For example, AdTLab research examines the impact of recent privacy regulations on the effectiveness of TV and digital advertising, and explores advertising trends, such as the over-investment in television by many firms. In addition to broad-scale topics, AdTLab faculty members bring insights and expertise in specific areas including the automotive industry, financial services, ecommerce and technology sectors.

AI is a driving force of AdTLab research, as faculty study topics such as pricing, advertising and promotions using methods of causal interference, machine learning and empirical industrial organization. Meanwhile, AdTLab faculty also examine at more traditional methods and their impact -- examining, for example, how marketing perks can be leveraged to spur word-of-mouth promotion among consumers.

Fostering thought leadership and making an impact on business and society is a collaborative effort, both within AdTlab and in partnership with experts external to Kellogg. Executives from global corporations, leaders of media platforms and academics from other institutions visit AdTlab to discuss best practices, trends and obstacles facing marketing practitioners today. AdTLab also hosts exclusive, closed-door gatherings in which these thought leaders collectively address specific challenges and opportunities facing the industry, the first of which will take place in June 2025 with a focus on brand versus performance marketing. 

Upcoming events
The Future of Brand Measurement, Built on Science

AdTLab will host a private summit for decision makers, marketing scientists and C-level leaders to rethink what really drives brand value. This closed-door discussion of ideas, issues and potential solutions will benefit all companies pressure-testing brand vs. performance marketing. 


June 12, 2025

Kellogg Global Hub

Email for more information

AdTLab Goals

Marketing undergoes constant global transformation, and AdTLab is working closely with a wide range of companies, engaging with industry leaders to understand the most pressing issues to solve and exploring exciting opportunities for mutual growth and innovation. The work of AdTLab is organized around three main goals: thought leadership, policy impact and industry-academic bridges. 
Thought leadership
AdTLab shares thought leadership from its faculty members to influence marketing best practices worldwide. Our goal is to shape everything from high-level corporate strategies to tactical advertising behaviors, driving innovation and excellence in the industry. 
Policy impact
AdTLab aims to produce research that drives regulatory change. As part of a top-ranked business school with a strong legacy of research impacts, our goal is to provide credible, unbiased research that shapes policies to improve society. 
Industry-academic bridges
By leveraging our faculty's existing connections with leading industry partners, AdTLab facilitates knowledge transfer, joint research projects, data sharing, and more, fostering collaboration and innovation between academia and industry leaders. 

Research from the faculty fellows

Type/Date

Title/Author

Journal Article
2025

The Promotional Effects of Live Streams by Twitch Influencers
Marketing Science


Ilya Morozov, Yufeng Huang 

Working Paper
2024

Predictive Incrementality by Experimentation (PIE) for Ad Measurement


Brett Gordon, Robert Moakler, Florian Zettelmeyer 

Journal Article
2024

Estimating the Value of Offsite Tracking Data to Advertisers: Evidence from Meta
Marketing Science


Nils Wernerfelt, Anna Tuchman, Bradley Shapiro, Robert Moakler 

Journal Article
2023

Close Enough? A Large-Scale Exploration of Non-experimental Approaches to Advertising Measurement
Marketing Science


Brett Gordon, Robert Moakler, Florian Zettelmeyer 

Journal Article
2023

The Effect of Privacy Regulation on the Data Industry: Empirical Evidence from GDPR
RAND Journal of Economics


Guy Aridor, Yeon-Koo Che, Tobias Salz 
Journal Article
2023

Canary Categories
Journal of Marketing Research


Eric T. Anderson, Duncan Simester, Chaoqun Chen, Ayelet Israeli

Journal Article
2022

How Marketing Perks Influence Word-of-Mouth
Journal of Marketing


Monika Lisjak, Andrea Bonezzi, Derek D. Rucker
Journal Article
2021

TV Advertising Effectiveness and Profitability: Generalizable Results from 288 Brands
Econometrica


Bradley Shapiro, Guenter Hitsch, Anna Tuchman

Journal Article
2021

Scalable Optimal Online Auctions
Marketing Science


Dominic Coey, Bradley Larsen, Kane Stanley Sweeney, Caio Waisman 

Book
2021

The AI Marketing Canvas: A Five Stage Roadmap to Implementing Artificial Intelligence in Marketing


Jim Lecinski, Rajkumar Venkatesan 

Book
2021

The Creative Brief Blueprint


Kevin McTigue, Derek D. Rucker

Journal Article
2020

Efficiently Evaluation Targeting Policies: Improving Upon Champion vs. Challenger Experiments
Management Science


Duncan Simester, Artem Timoshenko, Spyros Zoumpoulis

Contact us for information about the Kellogg Ad-Tech Research Lab.