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In traditional A/B testing, for instance on two webpages A and B, the objective is to decide which of these two pages is the best. To do that, a frequentist test can be used in which each page is randomly or alternatively chosen and applied to incoming website visitors for a given time. However, one problem with this approach is the non-adaptivity of the test. For example, if one page quickly appears as having a very stronger positive or negative impact than the other one, the test could bedoi:10.1109/tkde.2021.3076025 fatcat:l6ifydtzdfgyjfyupwhajtit7a