2007 Data mining Measurement Publishing 
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
by HENNING HOHNHOLD, DEIRDRE O'BRIEN, and DIANE TANG In this post we discuss the challenges in measuring and modeling the long-term effect of ads on user behavior. Nevertheless, A/B testing has challenges and blind spots, such as: the difficulty of identifying suitable metrics that give "works well" a measurable meaning.
The Unofficial Google Data Science Blog
JULY 22, 2020
Companies like Google [2], Amazon [3], and Microsoft [4] have all published scholarly articles on this topic. For this reason we don’t report uncertainty measures or statistical significance in the results of the simulation. Proceedings of the 13th ACM SIGKDD international conference on Knowledge discovery and data mining.
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