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DOM tree for a sample HTML code 

DOM tree for a sample HTML code 

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Conference Paper
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A/B testing - also known as bucket testing - allows an organization to evaluate the performance/impact of new features implemented on their website by exposing a small fraction of visitors to them. In this paper, we propose a novel methodology that can reveal an ongoing bucket testing and the various features being tested. To evaluate the effectiv...

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... HTML document can be repre- sented as a DOM tree. Figure 2 depicts a DOM tree for a sample HTML code. ...

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Citations

... It is widely used with online websites, including social networks (Gui et al., 2015;Xu et al., 2015). A/B testing allows a company to evaluate the performance or impact of new features on its website by introducing them to a small subset of visitors (Conti et al., 2018). In its simplest form, an online A/B test can be treated as a static hypothesis test, where traditional statistical tools such as p-values and power analyze can be applied to help decision makers determine which variant performs better (Ju et al., 2019). ...
Conference Paper
Internet users are bombarded every day with various ads, and they try to block them in all possible ways. If they do not block them, they usually pay little attention to them. Therefore, ads need to be creative and provide as much relevant information as possible about the advertised product or service at a glance in order to lead to conversions. For this purpose, the benefits of infographics can be used very well, in addition to dynamic forms of ads that consist of audio and video elements, especially in a responsive web environment. This type of advertising is also great for posting on social media, where the flow of information and responses is very fast. Infographics actually represent a visual presentation of information through a combination of typography, symbols, pictograms, shapes, and colours and are used to present complex information quickly and clearly. The use of infographics as one of the multimedia elements in digital advertising contributes to the optimization of advertising content, which also contributes to SEO optimization. To investigate the extent to which infographics in digital advertising can contribute to the optimization of advertising content in a responsive web environment, A/B testing of multimedia advertising content presented through infographics and content that contained all relevant information about the advertiser and was not presented in the form of an infographic was conducted on two types of screens. The A/B testing model itself provides the opportunity to maximize conversion rates, but it also provides a significant increase in knowledge about how advertising content is presented. It can also establish a set of optimized practices for multimedia elements of ad content. The proposed testing model provides the perfect opportunity to properly test your ad before launch. The same analogy can be applied to other multimedia elements used to create ads, such as photos, animations, colours, content management system elements, etc. The obtained results provide valuable information about infographics possibilities in advertising content optimization in a responsive web environment because they load faster, are suitable for small screens, and do not tire users.
... Fitzgerald and Stol [43] argue that continuous experimentation and innovation can lead to incremental improvements only, at the expense of more innovative changes that could have had a bigger impact. Another business challenge of continuous experimentation was highlighted by Conti et al. [124]; they crawled web sites repeatedly and tried to automatically detect a difference in server responses. Thereby they showed how easily such data leakage can facilitate industrial espionage on what competitors are developing. ...
Preprint
Full-text available
Context: Continuous experimentation and A/B testing is an established industry practice that has been researched for more than 10 years. Our aim is to synthesize the conducted research. Objective: We wanted to find the core constituents of a framework for continuous experimentation and the solutions that are applied within the field. Finally, we were interested in the challenges and benefits reported of continuous experimentation. Method: We applied forward snowballing on a known set of papers and identified a total of 128 relevant papers. Based on this set of papers we performed two qualitative narrative syntheses and a thematic synthesis to answer the research questions. Results: The framework constituents for continuous experimentation include experimentation processes as well as supportive technical and organizational infrastructure. The solutions found in the literature were synthesized to nine themes, e.g. experiment design, automated experiments, or metric specification. Concerning the challenges of continuous experimentation, the analysis identified cultural, organizational, business, technical, statistical, ethical, and domain-specific challenges. Further, the study concludes that the benefits of experimentation are mostly implicit in the studies. Conclusions: The research on continuous experimentation has yielded a large body of knowledge on experimentation. The synthesis of published research presented within include recommended infrastructure and experimentation process models, guidelines to mitigate the identified challenges, and what problems the various published solutions solve.
... Fitzgerald and Stol [43] argue that continuous experimentation and innovation can lead to incremental improvements only, at the expense of more innovative changes that could have had a bigger impact. Another business challenge of continuous experimentation was highlighted by Conti et al. [124]; they crawled web sites repeatedly and tried to automatically detect a difference in server responses. Thereby they showed how easily such data leakage can facilitate industrial espionage on what competitors are developing. ...
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Full-text available
Context Continuous experimentation and A/B testing is an established industry practice that has been researched for more than 10 years. Our aim is to synthesize the conducted research. Objective We wanted to find the core constituents of a framework for continuous experimentation and the solutions that are applied within the field. Finally, we were interested in the challenges and benefits reported of continuous experimentation. Methods We applied forward snowballing on a known set of papers and identified a total of 128 relevant papers. Based on this set of papers we performed two qualitative narrative syntheses and a thematic synthesis to answer the research questions. Results The framework constituents for continuous experimentation include experimentation processes as well as supportive technical and organizational infrastructure. The solutions found in the literature were synthesized to nine themes, e.g. experiment design, automated experiments, or metric specification. Concerning the challenges of continuous experimentation, the analysis identified cultural, organizational, business, technical, statistical, ethical, and domain-specific challenges. Further, the study concludes that the benefits of experimentation are mostly implicit in the studies. Conclusion The research on continuous experimentation has yielded a large body of knowledge on experimentation. The synthesis of published research presented within include recommended infrastructure and experimentation process models, guidelines to mitigate the identified challenges, and what problems the various published solutions solve.
... It must be essentially required for this layer to be assured that there is no leakage, collection, hacking or observing of information via internal or external source through any layer or device such as cookies. Cookies are considered or used for two purposes to identify user and authenticate user therefore, attacker might be stealing from a browser with potential attacks [57]- [66] such as cross site scripting attack (XSS). [57]. ...
... They should be the parts of internet of things model to minimized the vulnerabilities, privacy breaches and security threats of IoT. In [66] IoT security can cleave in two categorizes parts (i) first is potential inherent security implications in IoT while second comes from protocol flaws and security vulnerabilities in IoT. The best solution is considered IPV6 technology. ...
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