Google Research

Measuring the Impact of Advertising on YouTube Traffic

The Market Research Event, The Market Research Event, Orlando FL (2011)


At YouTube, balancing ad load and user happiness is a major concern. One way we measure this tradeoff is through live experiments, which we run on a small percentage of traffic. For example, by holding back certain ad formats we can build metrics around the impact of YouTube advertising on the user experience. In this talk we will discuss the benefits and challenges of running large-scale advertising experiments.

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