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

0 likes · 9 min read

Why Traditional A/B Tests Fail in Two‑Sided Markets—and How to Fix Them

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 testingAdvertisingcontingency table sampling

0 likes · 14 min read

Experimental Design for Two-Sided Markets in Advertising Scenarios