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1 - Introduction and Motivation

from Part I - Introductory Topics for Everyone

Published online by Cambridge University Press:  13 March 2020

Ron Kohavi ,
Diane Tang  and
Ya Xu
Ron Kohavi
Affiliation:
Microsoft
Diane Tang
Affiliation:
Google
Ya Xu
Affiliation:
LinkedIn
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Summary

In 2012, an employee working on Bing, Microsoft’s search engine, suggested changing how ad headlines display (Kohavi and Thomke 2017). The idea was to lengthen the title line of ads by combining it with the text from the first line below the title, as shown in Figure 1.1.

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Trustworthy Online Controlled Experiments
A Practical Guide to A/B Testing
 , pp. 3 - 25
Publisher: Cambridge University Press
Print publication year: 2020

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