DataFunTalk

Feb 24, 2023 · Artificial Intelligence

Designing Experiments for Two‑Sided Advertising Markets

This article explains the challenges of A/B testing in two‑sided advertising markets and presents several experimental designs—including four‑cell traffic experiments, counterfactual interleaving, joint sampling, and simulation systems—illustrated with Tencent’s practical implementations to mitigate interference, spillover, and competition effects.