The process of A/B testing itself has become increasingly refined over time. The most canonical A/B setup—splitting the traffic evenly between two options, running the test for a set period of time, and thereafter giving all the traffic to the winner—might not necessarily be the best algorithm for solving the problem, since it means half the users are stuck getting the inferior option as long as the test continues. And the rewards for finding a better approach are potentially very high. More than 90% of Google’s approximately $50 billion in annual revenue currently comes from paid advertising,
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