// Link · 21 January 2026

How to Use Propensity Score Matching to Measure Down Stream Causal Impact of an Event

Ad exposure is not randomly assigned – algorithms may show ads more to highly active users. As a result, “unobservable factors make exposure endogenous,” meaning there are hidden biases in who sees the ad. This is where propensity score matching (PSM) comes in – it’s a statistical way to create appl...

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