Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
This is essentially the same as finding a truly useful objective to optimize. For example in ads, experiments using cookies (users) as experimental units are not suited to capture the impact of a treatment on advertisers or publishers nor their reaction to it. In this blog post, we summarize that paper and refer you to it for details.
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