Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
Nevertheless, A/B testing has challenges and blind spots, such as: the difficulty of identifying suitable metrics that give "works well" a measurable meaning. For instance, in 2011 we altered the AdWords auction ranking function to account for the long-term impact of showing a given ad. 2] Ron Kohavi, Randal M.
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