Estimating Visual Attribute Effects in Advertising from Observational Data: A Deepfake-Informed Double Machine Learning Approach
arXiv:2603.02359v1 Announce Type: new Abstract: Digital advertising increasingly relies on visual content, yet marketers lack rigorous methods for understanding how specific visual attributes causally affect consumer engagement. This paper addresses a fundamental methodological challenge: estimating causal effects when the treatment, such as a model’s skin tone, is an attribute embedded within the image itself. Standard approaches like Double Machine Learning (DML) fail in this setting because vision encoders entangle treatment information with confounding variables, producing severely biased estimates. […]