Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
A/B testing is used widely in information technology companies to guide product development and improvements. Since we work in Google’s Search Ads group, the long-term effects our studies focus on are ads blindness and sightedness , that is, changes in users’ propensity to interact with the ads on Google’s search results page.
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