Title: Advances in measuring user learning
Authors: Niall Cardin - Google UK (United Kingdom) [presenting]
Abstract: Ads power much of the modern internet. However it is hard to know which ads are the most useful and how many ads to show. Ads blindness, a type of long term user learning, measures changes in user behavior in response to changes in the ads shown. The purpose is to introduce ads blindness, existing techniques to measure ads blindness, followed by discussion of newer experimental methods to better address an array of challenges faced when trying to measure long term user learning.