counterfactual interleaving

Tencent Advertising Technology

Mar 28, 2023 · Operations

Experimental Design for Two-Sided Markets in Advertising Scenarios

This article discusses experimental design challenges in two-sided markets, particularly in advertising scenarios, and presents various methods including four-table experiments, counterfactual interleaving, and contingency table joint sampling to address issues like network effects and competition between supply and demand sides.

A/B testingExperimental designNetwork effects

0 likes · 14 min read

Experimental Design for Two-Sided Markets in Advertising Scenarios

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.

AB testingad experimentsadvertising

0 likes · 15 min read

Designing Experiments for Two‑Sided Advertising Markets

DataFunSummit

Feb 9, 2023 · Operations

Designing Experiments for Bilateral Markets in Advertising Platforms

This article explains how to design and evaluate experiments for bilateral markets in advertising platforms, covering the limitations of traditional randomization, the four‑cell traffic‑advertisement experiment, various mitigation strategies such as counterfactual interleaving and joint sampling, and the use of a simulation system to validate methods.

A/B testingadvertising experimentbilateral market

0 likes · 15 min read

Designing Experiments for Bilateral Markets in Advertising Platforms