A three-arm design point-identifies natural indirect (algorithmic) and direct (creative) effects in platform A/B tests; a Meta experiment attributes roughly three-quarters of female impression reallocation to the algorithm.
Agnostic notes on regression adjustments to experimental data: Reexamining Freedman 's critique
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Algorithm or Creative? A Three-Arm Experimental Design for Decomposing Algorithmic Bias in Platform A/B Tests
A three-arm design point-identifies natural indirect (algorithmic) and direct (creative) effects in platform A/B tests; a Meta experiment attributes roughly three-quarters of female impression reallocation to the algorithm.