cannibalization

DataFunSummit

Sep 21, 2023 · Product Management

Avoiding Deceptive Conclusions in LinkedIn Advertising AB Tests and the Budget‑Splitting Method

This article explains how LinkedIn’s advertising teams prevent misleading AB‑test results, describes the challenges of large‑scale ad experiments such as cannibalization, reviews industry solutions, and introduces their innovative budget‑splitting experiment that dramatically improves statistical power.