Experiment design and modeling for long-term studies in ads
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
accounting for effects "orthogonal" to the randomization used in experimentation. For example in ads, experiments using cookies (users) as experimental units are not suited to capture the impact of a treatment on advertisers or publishers nor their reaction to it. To see this, imagine you want to study long-term effects in an A/B test.
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