Efficient Creative Selection in Online Advertising using Top-Two Thompson Sampling

In online advertising, identifying the optimal creative is critical to maximizing performance. This study examines the application of top-two Thompson sampling (TTTS), an adaptive experimental design method, as an efficient alternative to traditional A/B testing for identifying the optimal creative. Our experiments on an online advertising platform highlight the effectiveness of TTTS in both accurately identifying the optimal creative and minimizing experimental costs, underscoring its potential as a promising approach to creative selection.