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Keywords: Entropy weight method (EWM)
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Journal Articles
The grey edge: how grey system theory redefines online advertising performance metrics
Available to Purchase
Journal:
Grey Systems: Theory and Application
Grey Systems: Theory and Application (2025) 15 (4): 755–770.
Published: 12 August 2025
... collected from Facebook’s advertising platform. To enhance objectivity in indicator evaluation, the entropy weight method (EWM) is adopted to determine the weights of each metric based on their degree of variation. These weights were subsequently incorporated into the GRA process to improve analytical...
