Research from the UBC Sauder School of Business reveals that social media users are part of continuous marketing experiments via A/B testing by platforms like Facebook and Google. Despite the intent to discern which ads work best, the complexity of algorithms obscures the insights marketers seek. The findings highlight a critical flaw: the lack of random assignment in testing, leading to unreliable conclusions about ad performance. This complexity means even creators struggle to comprehend why targeted users react to ads as they do, complicating expected marketing outcomes.
You can't say that whatever changes you made in your ad are causing an increase in click behaviour, because within each ad there's going to be an algorithm that will select the participants most likely to click on it.
At any given moment, billions of social media users are being tested to see what they click on, and most importantly for marketers, what they buy.
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