Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
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. Recently, we presented some basic insights from our effort to measure and predict long-term effects at KDD 2015 [1]. For more details see [1] Section 4.
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