Data Party THU
Nov 19, 2025 · Industry Insights
Why Traditional A/B Tests Fail in Two‑Sided Markets—and How to Fix Them
The article examines how conventional single‑sided A/B testing breaks down in two‑sided markets due to SUTVA violations, cross‑interference, and spillover effects, and presents practical mitigation strategies such as small‑world partitioning, counterfactual interleaving, and model‑based corrections.
A/B testingSUTVAcounterfactual interleaving
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