The optimal bid in a second-price ad auction equals the conditional average treatment effect of the ad, and the paper's Thompson-sampling algorithm learns that bid and therefore the ad effect while reducing experimentation cost.
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Online Causal Inference for Advertising in Real-Time Bidding Auctions
The optimal bid in a second-price ad auction equals the conditional average treatment effect of the ad, and the paper's Thompson-sampling algorithm learns that bid and therefore the ad effect while reducing experimentation cost.