When developing product changes to improve long-run user outcomes, surrogate metrics are a powerful tool to help accelerate decision making. Randomized, online A/B testing has become the gold standard for measuring long-run outcomes, but waiting for long-run outcomes to materialize in a test greatly reduces iteration speed. To accelerate decision making, we instead can use surrogate metrics that predict the long-run outcome more quickly. However, finding accurate, robust surrogate metrics is challenging in practice. Existing methods propose finding candidate surrogate metrics in various ways, such as re-analyzing past A/B experiments where candidates strongly correlate with the long-run outcome. However, these methods face practical limitations such as being affected by hidden confounders or needing to rely on outdated, historical data. We developed a new approach where we learned user-level surrogate metrics with non-parametric machine learning and instrumental variable (IV) analysis. We trained surrogate metrics for two key, long-run business metrics, BV1 and BV2, in classification and regression settings, respectively. We deployed each surrogate model such that it would be available as a metric to use in all A/B tests in the target product surface. Our surrogate models predicted each user's long-run outcomes more accurately than baseline heuristics (e.g., our BV1 surrogate model's AUC was 0.93 vs. 0.79 for the baseline heuristic). At the A/B test level, our surrogate metrics showed greater than 0.9 Pearson correlation with the long-run outcome across A/B tests and achieved at least a 50% improvement in accuracy over other baselines. Our surrogate metrics were >30x more predictive of whether an A/B test's had consistent post-launch effects. Finally, we provide evidence of surrogacy for our metrics where we show in multiple independent A/B tests that directly optimizing for our surrogate metrics drove changes in the long-run target outcome. Our results demonstrate that combining machine learning and causal inference leads not only to accurate surrogate metrics but also evidence they can act like true surrogates in practice.

Applying Gaussian processes (GPs) to very large datasets remains a challenge due to limited computational scalability. Matrix structures, such as the Kronecker product, can accelerate operations significantly, but their application commonly entails approximations or unrealistic assumptions. In particular, the most common path to creating a Kronecker-structured kernel matrix is by evaluating a product kernel on gridded inputs that can be expressed as a Cartesian product. However, this structure is lost if any observation is missing, breaking the Cartesian product structure, which frequently occurs in real-world data such as time series. To address this limitation, we propose leveraging latent Kronecker structure, by expressing the kernel matrix of observed values as the projection of a latent Kronecker product. In combination with iterative linear system solvers and pathwise conditioning, our method facilitates inference of exact GPs while requiring substantially fewer computational resources than standard iterative methods. We demonstrate that our method outperforms state-of-the-art sparse and variational GPs on real-world datasets with up to five million examples, including robotics, automated machine learning, and climate applications.

Online experiments in internet systems, also known as A/B tests, are used for a wide range of system tuning problems, such as optimizing recommender system ranking policies and learning adaptive streaming controllers. Decision-makers generally wish to optimize for long-term treatment effects of the system changes, which often requires running experiments for a long time as short-term measurements can be misleading due to non-stationarity in treatment effects over time. The sequential experimentation strategies--which typically involve several iterations--can be prohibitively long in such cases. We describe a novel approach that combines fast experiments (e.g., biased experiments run only for a few hours or days) and/or offline proxies (e.g., off-policy evaluation) with long-running, slow experiments to perform sequential, Bayesian optimization over large action spaces in a short amount of time.

Bayesian Optimization (BO) is a widely used method for optimizing expensive black-box functions, relying on probabilistic surrogate models such as Gaussian Processes (GPs). The quality of the surrogate model is crucial for good optimization performance, especially in the few-shot setting where only a small number of batches of points can be evaluated. In this setting, the initialization plays a critical role in shaping the surrogate's predictive quality and guiding subsequent optimization. Despite this, practitioners typically rely on (quasi-)random designs to cover the input space. However, such approaches neglect two key factors: (a) random designs may not be space-filling, and (b) efficient hyperparameter learning during initialization is essential for high-quality prediction, which may conflict with space-filling designs. To address these limitations, we propose Hyperparameter-Informed Predictive Exploration (HIPE), a novel acquisition strategy that balances space-filling exploration with hyperparameter learning using information-theoretic principles. We derive a closed-form expression for HIPE in the GP setting and demonstrate its effectiveness through extensive experiments in active learning and few-shot BO. Our results show that HIPE outperforms standard initialization strategies in terms of predictive accuracy, hyperparameter identification, and optimization performance, particularly in large-batch, few-shot settings relevant to many real-world BO applications.

Bayesian Optimization (BO) is a technique for sample-efficient black-box optimization that employs probabilistic models to identify promising input for evaluation. When dealing with composite-structured functions, such as $f=g \circ h$, evaluating a specific location $x$ yields observations of both the final outcome $f(x) = g(h(x))$ as well as the intermediate output(s) $h(x)$. Previous research has shown that integrating information from these intermediate outputs can enhance BO performance substantially. However, existing methods struggle if the outputs $h(x)$ are high-dimensional. Many relevant problems fall into this setting, including in the context of generative AI, molecular design, or robotics. To effectively tackle these challenges, we introduce Joint Composite Latent Space Bayesian Optimization (JoCo), a novel framework that jointly trains neural network encoders and probabilistic models to adaptively compress high-dimensional input and output spaces into manageable latent representations. This enables effective BO on these compressed representations, allowing JoCo to outperform other state-of-the-art methods in high-dimensional BO on a wide variety of simulated and real-world problems.

Gaussian processes (GPs) are non-parametric probabilistic regression models that are popular due to their flexibility, data efficiency, and well-calibrated uncertainty estimates. However, standard GP models assume homoskedastic Gaussian noise, while many real-world applications are subject to non-Gaussian corruptions. Variants of GPs that are more robust to alternative noise models have been proposed, and entail significant trade-offs between accuracy and robustness, and between computational requirements and theoretical guarantees. In this work, we propose and study a GP model that achieves robustness against sparse outliers by inferring data-point-specific noise levels with a sequential selection procedure maximizing the log marginal likelihood that we refer to as relevance pursuit. We show, surprisingly, that the model can be parameterized such that the associated log marginal likelihood is strongly concave in the data-point-specific noise variances, a property rarely found in either robust regression objectives or GP marginal likelihoods. This in turn implies the weak submodularity of the corresponding subset selection problem, and thereby proves approximation guarantees for the proposed algorithm. We compare the model’s performance relative to other approaches on diverse regression and Bayesian optimization tasks, including the challenging but common setting of sparse corruptions of the labels within or close to the function range.

We consider the problem of active learning for global sensitivity analysis of expensive black-box functions. Our aim is to efficiently learn the importance of different input variables, e.g., in vehicle safety experimentation, we study the impact of the thickness of various components on safety objectives. Since function evaluations are expensive, we use active learning to prioritize experimental resources where they yield the most value. We propose novel active learning acquisition functions that directly target key quantities of derivative-based global sensitivity measures (DGSMs) under Gaussian process surrogate models. We showcase the first application of active learning directly to DGSMs, and develop tractable uncertainty reduction and information gain acquisition functions for these measures. Through comprehensive evaluation on synthetic and real-world problems, our study demonstrates how these active learning acquisition strategies substantially enhance the sample efficiency of DGSM estimation, particularly with limited evaluation budgets. Our work paves the way for more efficient and accurate sensitivity analysis in various scientific and engineering applications.

Models for human choice prediction in preference learning and perception science often use binary response data, requiring many samples to accurately learn latent utilities or perceptual intensities. The response time (RT) to make each choice captures additional information about the decision process, but existing models incorporating RTs for choice prediction do so in a fully parametric way or over discrete inputs. At the same time, state-of-the-art Gaussian process (GP) models of perception and preferences operate on choices only, ignoring RTs. We propose two approaches for incorporating RTs into GP preference and perception models. The first is based on stacking GP models, and the second uses a novel differentiable approximation to the likelihood of the diffusion decision model (DDM), the de-facto standard model for choice RTs. Our RT-choice GPs enable better latent value estimation and held-out choice prediction relative to baselines, which we demonstrate on three real-world multivariate datasets covering both human psychophysics and preference learning.

Preferential Bayesian optimization (PBO) is a framework for optimizing a decision maker’s latent utility function using preference feedback. This work introduces the expected utility of the best option (qEUBO) as a novel acquisition function for PBO. When the decision maker’s responses are noise-free, we show that qEUBO is one-step Bayes optimal and thus equivalent to the popular knowledge gradient acquisition function. We also show that qEUBO enjoys an additive constant approximation guarantee to the one-step Bayes-optimal policy when the decision maker’s responses are corrupted by noise. We provide an extensive evaluation of qEUBO and demonstrate that it outperforms the state-of-the-art acquisition functions for PBO across many settings. Finally, we show that, under sufficient regularity conditions, qEUBO’s Bayesian simple regret converges to zero at a rate $o(1/n)$ as the number of queries, $n$, goes to infinity. In contrast, we show that simple regret under qEI, a popular acquisition function for standard BO often used for PBO, can fail to converge to zero. Enjoying superior performance, simple computation, and a grounded decision-theoretic justification, qEUBO is a promising acquisition function for PBO.

We consider the problem of optimizing expensive black-box functions over high-dimensional combinatorial spaces which arises in many science, engineering, and ML applications. We use Bayesian Optimization (BO) and propose a novel surrogate modeling approach for efficiently handling a large number of binary and categorical parameters. The key idea is to select a number of discrete structures from the input space (the dictionary) and use them to define an ordinal embedding for high-dimensional combinatorial structures. This allows us to use existing Gaussian process models for continuous spaces. We develop a principled approach based on binary wavelets to construct dictionaries for binary spaces, and propose a randomized construction method that generalizes to categorical spaces. We provide theoretical justification to support the effectiveness of the dictionary-based embeddings. Our experiments on diverse real-world benchmarks demonstrate the effectiveness of our proposed surrogate modeling approach over state-of-the-art BO methods.

Bayesian optimization (BO) is a powerful approach to sample-efficient optimization of black-box objective functions. However, the application of BO to areas such as recommendation systems often requires taking the interpretability and simplicity of the configurations into consideration, a setting that has not been previously studied in the BO literature. To make BO applicable in this setting, we present several regularization-based approaches that allow us to discover sparse and more interpretable configurations. We propose a novel differentiable relaxation based on homotopy continuation that makes it possible to target sparsity by working directly with $L_0$ regularization. We identify failure modes for regularized BO and develop a hyperparameter-free method, sparsity exploring Bayesian optimization (SEBO) that seeks to simultaneously maximize a target objective and sparsity. SEBO and methods based on fixed regularization are evaluated on synthetic and real-world problems, and we show that we are able to efficiently optimize for sparsity.

Bayesian optimization is a popular method for sample efficient multi-objective optimization. However, existing Bayesian optimization techniques fail to effectively exploit common and often-neglected problem structure such as decoupled evaluations, where objectives can be queried independently from one another and each may consume different resources, or multi-fidelity evaluations, where lower fidelity-proxies of the objectives can be evaluated at lower cost. In this work, we propose a general one-step lookahead acquisition function based on the Knowledge Gradient that addresses the complex question of what to evaluate when and at which design points in a principled Bayesian decision-theoretic fashion. Hence, our approach naturally addresses decoupled, multi-fidelity, and standard multi-objective optimization settings in a unified Bayesian decision making framework. By construction, our method is the one-step Bayes-optimal policy for hypervolume maximization. Empirically, we demonstrate that our method improves sample efficiency in a wide variety of synthetic and real-world problems. Furthermore, we show that our method is general-purpose and yields competitive performance in standard (potentially noisy) multi-objective optimization.

Expected Improvement (EI) is arguably the most popular acquisition function in Bayesian optimization and has found countless successful applications, but its performance is often exceeded by that of more recent methods. Notably, EI and its variants, including for the parallel and multi-objective settings, are challenging to optimize because their acquisition values vanish numerically in many regions. This difficulty generally increases as the number of observations, dimensionality of the search space, or the number of constraints grow, resulting in performance that is inconsistent across the literature and most often sub-optimal. Herein, we propose LogEI, a new family of acquisition functions whose members either have identical or approximately equal optima as their canonical counterparts, but are substantially easier to optimize numerically. We demonstrate that numerical pathologies manifest themselves in “classic” analytic EI, Expected Hypervolume Improvement (EHVI), as well as their constrained, noisy, and parallel variants, and propose corresponding reformulations that remedy these pathologies. Our empirical results show that members of the LogEI family of acquisition functions substantially improve on the optimization performance of their canonical counterparts and surprisingly, are on par with or exceed the performance of recent state-of-the-art acquisition functions, highlighting the understated role of numerical optimization in the literature.

Level set estimation (LSE) is the problem of identifying regions where an unknown function takes values above or below a specified threshold. Active sampling strategies for efficient LSE have primarily been studied in continuous-valued functions. Motivated by applications in human psychophysics where common experimental designs produce binary responses, we study LSE active sampling with Bernoulli outcomes. With Gaussian process classification surrogate models, the look-ahead model posteriors used by state-of-the-art continuous-output methods are intractable. However, we derive analytic expressions for look-ahead posteriors of sublevel set membership, and show how these lead to analytic expressions for a class of look-ahead LSE acquisition functions, including information-based methods. Benchmark experiments show the importance of considering the global look-ahead impact on the entire posterior. We demonstrate a clear benefit to using this new class of acquisition functions on benchmark problems, and on a challenging real-world task of estimating a high-dimensional contrast sensitivity function.

We consider Bayesian optimization of expensive-to-evaluate experiments that generate vector-valued outcomes over which a decision-maker (DM) has preferences. These preferences are encoded by a utility function that is not known in closed form but can be estimated by asking the DM to express preferences over pairs of outcome vectors. To address this problem, we develop Bayesian optimization with preference exploration, a novel framework that alternates between interactive real-time preference learning with the DM via pairwise comparisons between outcomes, and Bayesian optimization with a learned compositional model of DM utility and outcomes. Within this framework, we propose preference exploration strategies specifically designed for this task, and demonstrate their performance via extensive simulation studies.

Bayesian optimization (BO) is a sample-efficient approach for tuning design parameters to optimize expensive-to-evaluate, black-box performance metrics. In many manufacturing processes, the design parameters are subject to random input noise, resulting in a product that is often less performant than expected. Although BO methods have been proposed for optimizing a single objective under input noise, no existing method addresses the practical scenario where there are multiple objectives that are sensitive to input perturbations. In this work, we propose the first multi-objective BO method that is robust to input noise. We formalize our goal as optimizing the multivariate value-at-risk (MVaR), a risk measure of the uncertain objectives. Since directly optimizing MVaR is computationally infeasible in many settings, we propose a scalable, theoretically-grounded approach for optimizing MVaR using random scalarizations. Empirically, we find that our approach significantly outperforms alternative methods and efficiently identifies optimal robust designs that will satisfy specifications across multiple metrics with high probability.

Modern software systems and products increasingly rely on machine learning models to make data-driven decisions based on interactions with users, infrastructure and other systems. For broader adoption, this practice must (i) accommodate product engineers without ML backgrounds, (ii) support finegrain product-metric evaluation and (iii) optimize for product goals. To address shortcomings of prior platforms, we introduce general principles for and the architecture of an ML platform, Looper, with simple APIs for decision-making and feedback collection. Looper covers the end-to-end ML lifecycle from collecting training data and model training to deployment and inference, and extends support to personalization, causal evaluation with heterogenous treatment effects, and Bayesian tuning for product goals. During the 2021 production deployment, Looper simultaneously hosted 440-1,000 ML models that made 4-6 million real-time decisions per second. We sum up experiences of platform adopters and describe their learning curve.

Black-box heterogeneous treatment effect (HTE) models are increasingly being used to create personalized policies that assign individuals to their optimal treatments. However, they are difficult to understand, and can be burdensome to maintain in a production environment. In this paper, we present a scalable, interpretable personalized experimentation system, implemented and deployed in production at Meta. The system works in a multiple treatment, multiple outcome setting typical at Meta to: (1) learn explanations for black-box HTE models; (2) generate interpretable personalized policies. We evaluate the methods used in the system on publicly available data and Meta use cases, and discuss lessons learnt during the development of the system.

Optimizing expensive-to-evaluate black-box functions of discrete (and potentially continuous) design parameters is a ubiquitous problem in scientific and engineering applications. Bayesian optimization (BO) is a popular, sample-efficient method that leverages a probabilistic surrogate model and an acquisition function (AF) to select promising designs to evaluate. However, maximizing the AF over mixed or high-cardinality discrete search spaces is challenging standard gradient-based methods cannot be used directly or evaluating the AF at every point in the search space would be computationally prohibitive. To address this issue, we propose using probabilistic reparameterization (PR). Instead of directly optimizing the AF over the search space containing discrete parameters, we instead maximize the expectation of the AF over a probability distribution defined by continuous parameters. We prove that under suitable reparameterizations, the BO policy that maximizes the probabilistic objective is the same as that which maximizes the AF, and therefore, PR enjoys the same regret bounds as the original BO policy using the underlying AF. Moreover, our approach provably converges to a stationary point of the probabilistic objective under gradient ascent using scalable, unbiased estimators of both the probabilistic objective and its gradient. Therefore, as the number of starting points and gradient steps increase, our approach will recover of a maximizer of the AF (an often-neglected requisite for commonly used BO regret bounds). We validate our approach empirically and demonstrate state-of-the-art optimization performance on a wide range of real-world applications. PR is complementary to (and benefits) recent work and naturally generalizes to settings with multiple objectives and black-box constraints.

Many real world scientific and industrial applications require optimizing multiple competing black-box objectives. When the objectives are expensive-to-evaluate, multi-objective Bayesian optimization (BO) is a popular approach because of its high sample efficiency. However, even with recent methodological advances, most existing multi-objective BO methods perform poorly on search spaces with more than a few dozen parameters and rely on global surrogate models that scale cubically with the number of observations. In this work we propose MORBO, a scalable method for multi-objective BO over high-dimensional search spaces. MORBO identifies diverse globally optimal solutions by performing BO in multiple local regions of the design space in parallel using a coordinated strategy. We show that MORBO significantly advances the state-of-the-art in sample efficiency for several high-dimensional synthetic problems and real world applications, including an optical display design problem and a vehicle design problem with 146 and 222 parameters, respectively. On these problems, where existing BO algorithms fail to scale and perform well, MORBO provides practitioners with order-of-magnitude improvements in sample efficiency over the current approach.

Bayesian optimization (BO) is a sample-efficient approach to optimizing costly-to-evaluate black-box functions. Most BO methods ignore how evaluation costs may vary over the optimization domain. However, these costs can be highly heterogeneous and are often unknown in advance in many practical settings, such as hyperparameter tuning of machine learning algorithms or physics-based simulation optimization. Moreover, those few existing methods that acknowledge cost heterogeneity do not naturally accommodate a budget constraint on the total evaluation cost. This combination of unknown costs and a budget constraint introduces a new dimension to the exploration-exploitation trade-off, where learning about the cost incurs a cost itself. Existing methods do not reason about the various trade-offs of this problem in a principled way, leading often to poor performance. We formalize this claim by proving that the expected improvement and the expected improvement per unit of cost, arguably the two most widely used acquisition functions in practice, can be arbitrarily inferior with respect to the optimal non-myopic policy. To overcome the shortcomings of existing approaches, we propose the budgeted multi-step expected improvement, a non-myopic acquisition function that generalizes classical expected improvement to the setting of heterogeneous and unknown evaluation costs. We show that our acquisition function outperforms existing methods in a variety of synthetic and real problems.

Optimizing multiple competing black-box objectives is a challenging problem in many fields, including science, engineering, and machine learning. Multi-objective Bayesian optimization (MOBO) is a sample-efficient approach for identifying the optimal trade-offs between the objectives. However, many existing methods perform poorly when the observations are corrupted by noise. We propose a novel acquisition function, NEHVI, that overcomes this important practical limitation by applying a Bayesian treatment to the popular expected hypervolume improvement (EHVI) criterion and integrating over this uncertainty in the Pareto frontier. We argue that, even in the noiseless setting, generating multiple candidates in parallel is an incarnation of EHVI with uncertainty in the Pareto frontier and therefore can be addressed using the same underlying technique. Through this lens, we derive a natural parallel variant, qNEHVI, that reduces computational complexity of parallel EHVI from exponential to polynomial with respect to the batch size. qNEHVI is one-step Bayes-optimal for hypervolume maximization in both noisy and noiseless environments, and we show that it can be optimized effectively with gradient-based methods via sample average approximation. Empirically, we demonstrate not only that qNEHVI is substantially more robust to observation noise than existing MOBO approaches, but also that it achieves state-of-the-art optimization performance and competitive wall-times in large-batch environments.

Bayesian optimization is a sample-efficient black-box optimization procedure that is typically applied to a small number of independent objectives. However, in practice we often wish to optimize objectives defined over many correlated outcomes (or “tasks”). For example, scientists may want to optimize the coverage of a cell tower network across a dense grid of locations. Similarly, engineers may seek to balance the performance of a robot across dozens of different environments via constrained or robust optimization. However, the Gaussian Process (GP) models typically used as probabilistic surrogates for multi-task Bayesian optimization scale poorly with the number of outcomes, greatly limiting applicability. We devise an efficient technique for exact multi-task GP sampling that combines exploiting Kronecker structure in the covariance matrices with Matheron’s identity, allowing us to perform Bayesian optimization using exact multi-task GP models with tens of thousands of correlated outputs. In doing so, we achieve substantial improvements in sample efficiency compared to existing approaches that model solely the outcome metrics. We demonstrate how this unlocks a new class of applications for Bayesian optimization across a range of tasks in science and engineering, including optimizing interference patterns of an optical interferometer with 65,000 outputs.

Bayesian optimization provides sample-efficient global optimization for a broad range of applications, including automatic machine learning, engineering, physics, and experimental design. We introduce BoTorch, a modern programming framework for Bayesian optimization that combines Monte-Carlo (MC) acquisition functions, a novel sample average approximation optimization approach, auto-differentiation, and variance reduction techniques. BoTorch's modular design facilitates flexible specification and optimization of probabilistic models written in PyTorch, simplifying implementation of new acquisition functions. Our approach is backed by novel theoretical convergence results and made practical by a distinctive algorithmic foundation that leverages fast predictive distributions, hardware acceleration, and deterministic optimization. We also propose a novel "one-shot" formulation of the Knowledge Gradient, enabled by a combination of our theoretical and software contributions. In experiments, we demonstrate the improved sample efficiency of BoTorch relative to other popular libraries.

In many real-world scenarios, decision makers seek to efficiently optimize multiple competing objectives in a sample-efficient fashion. Multi-objective Bayesian optimization (BO) is a common approach, but many of the best-performing acquisition functions do not have known analytic gradients and suffer from high computational overhead. We leverage recent advances in programming models and hardware acceleration for multi-objective BO using Expected Hypervolume Improvement (EHVI)---an algorithm notorious for its high computational complexity. We derive a novel formulation of q-Expected Hypervolume Improvement (qEHVI), an acquisition function that extends EHVI to the parallel, constrained evaluation setting. qEHVI is an exact computation of the joint EHVI of q new candidate points (up to Monte-Carlo (MC) integration error). Whereas previous EHVI formulations rely on gradient-free acquisition optimization or approximated gradients, we compute exact gradients of the MC estimator via auto-differentiation, thereby enabling efficient and effective optimization using first-order and quasi-second-order methods. Our empirical evaluation demonstrates that qEHVI is computationally tractable in many practical scenarios and outperforms state-of-the-art multi-objective BO algorithms at a fraction of their wall time.

Contextual policies are used in many settings to customize system parameters and actions to the specifics of a particular setting. In some real-world settings, such as randomized controlled trials or A/B tests, it may not be possible to measure policy outcomes at the level of context—we observe only aggregate rewards across a distribution of contexts. This makes policy optimization much more difficult because we must solve a high-dimensional optimization problem over the entire space of contextual policies, for which existing optimization methods are not suitable. We develop effective models that leverage the structure of the search space to enable contextual policy optimization directly from the aggregate rewards using Bayesian optimization. We use a collection of simulation studies to characterize the performance and robustness of the models, and show that our approach of inferring a low-dimensional context embedding performs best. Finally, we show successful contextual policy optimization in a real-world video bitrate policy problem.

Bayesian optimization (BO) is a popular approach to optimize expensive-to-evaluate black-box functions. A significant challenge in BO is to scale to high-dimensional parameter spaces while retaining sample efficiency. A solution considered in existing literature is to embed the high-dimensional space in a lower-dimensional manifold, often via a random linear embedding. In this paper, we identify several crucial issues and misconceptions about the use of linear embeddings for BO. We study the properties of linear embeddings from the literature and show that some of the design choices in current approaches adversely impact their performance. We show empirically that properly addressing these issues significantly improves the efficacy of linear embeddings for BO on a range of problems, including learning a gait policy for robot locomotion.

We develop and analyze empirical Bayes Stein-type estimators for use in the estimation of causal effects in large-scale online experiments. While online experiments are generally thought to be distinguished by their large sample size, we focus on the multiplicity of treatment groups. The typical analysis practice is to use simple differences-in-means (perhaps with covariate adjustment) as if all treatment arms were independent. In this work we develop consistent, small bias, shrinkage estimators for this setting. In addition to achieving lower mean squared error these estimators retain important frequentist properties such as coverage under most reasonable scenarios. Modern sequential methods of experimentation and optimization such as multi-armed bandit optimization (where treatment allocations adapt over time to prior responses) benefit from the use of our shrinkage estimators. Exploration under empirical Bayes focuses more efficiently on near-optimal arms, improving the resulting decisions made under uncertainty. We demonstrate these properties by examining seventeen routine experiments conducted on Facebook from April to June 2017.

Online field experiments are the gold-standard way of evaluating changes to real-world interactive machine learning systems. Yet our ability to explore complex, multi-dimensional policy spaces—such as those found in recommendation and ranking problems—is often constrained by the limited number of experiments that can be run simultaneously. To alleviate these constraints, we augment online experiments with an offline simulator and apply multi-task Bayesian optimization to tune live machine learning systems. We describe practical issues that arise in these types of applications, including biases that arise from using a simulator and assumptions for the multi-task kernel. We measure empirical learning curves which show substantial gains from including data from biased offline experiments, and show how these learning curves are consistent with theoretical results for multi-task Gaussian process generalization. We find that improved kernel inference is a significant driver of multi-task generalization. Finally, we show several examples of Bayesian optimization efficiently tuning a live machine learning system by combining offline and online experiments.

Online experiments have become a ubiquitous aspect of design and engineering processes within Internet firms. As the scale of experiments has grown, so has the complexity of their design and implementation. In response, firms have developed software frameworks for designing and deploying online experiments. Ensuring that experiments in these frameworks are correctly designed and that their results are trustworthy---referred to as internal validity---can be difficult. Currently, verifying internal validity requires manual inspection by someone with substantial expertise in experimental design. We present the first approach for statically checking the internal validity of online experiments. Our checks are based on well-known problems that arise in experimental design and causal inference. Our analyses target PlanOut, a widely deployed, open-source experimentation framework that uses a domain-specific language to specify and run complex experiments. We have built a tool called PlanAlyzer that checks PlanOut programs for a variety of threats to internal validity, including failures of randomization, treatment assignment, and causal sufficiency. PlanAlyzer uses its analyses to automatically generate contrasts, a key type of information required to perform valid statistical analyses over the results of these experiments. We demonstrate PlanAlyzer's utility on a corpus of PlanOut scripts deployed in production at Facebook, and we evaluate its ability to identify threats to validity on a mutated subset of this corpus. PlanAlyzer has both precision and recall of 92% on the mutated corpus, and 82% of the contrasts it generates match hand-specified data.

Giving gifts is a fundamental part of human relationships that is being affected by technology. The Internet enables people to give at the last minute and over long distances, and to observe friends giving and receiving gifts. How online gift giving spreads in social networks is therefore important to understand. We examine 1.5 million gift exchanges on Facebook and show that receiving a gift causes individuals to be 56% more likely to give a gift in the future. Additional surveys show that online gift giving was more socially acceptable to those who learned about it by observing friends' participation instead of a non-social encouragement. Most receivers pay the gift forward instead of reciprocating directly online, although surveys revealed additional instances of direct reciprocity, where the initial gifting occurred offline. Thus, social influence promotes the spread of online gifting, which both complements and substitutes for offline gifting.

The successful development and deployment of large-scale Internet services depends critically on performance. Even small regressions in processing time can translate directly into significant energy and user experience costs. Despite the widespread use of distributed server infrastructure (e.g., in cloud computing and Web services), there is little research on how to benchmark such systems to obtain valid and precise inferences with minimal data collection costs. Correctly A/B testing distributed Internet services can be surprisingly difficult because interdependencies between user requests (e.g., for search results, social media streams, photos) and host servers violate assumptions required by standard statistical tests. We develop statistical models of distributed Internet service performance based on data from Perflab, a production system used at Facebook which vets thousands of changes to the company's codebase each day. We show how these models can be used to understand the tradeoffs between different benchmarking routines, and what factors must be taken into account when performing statistical tests. Using simulations and empirical data from Perflab, we validate our theoretical results, and provide easy-to-implement guidelines for designing and analyzing such benchmarks.

Online experiments are widely used to compare specific design alternatives, but they can also be used to produce generalizable knowledge and inform strategic decision making. Doing so often requires sophisticated experimental designs, iterative refinement, and careful logging and analysis. Few tools exist that support these needs. We thus introduce a language for online field experiments called PlanOut. PlanOut separates experimental design from application code, allowing the experimenter to concisely describe experimental designs, whether common "A/B tests" and factorial designs, or more complex designs involving conditional logic or multiple experimental units. These latter designs are often useful for understanding causal mechanisms involved in user behaviors. We demonstrate how experiments from the literature can be implemented in PlanOut, and describe two large field experiments conducted on Facebook with PlanOut. For common scenarios in which experiments are run iteratively and in parallel, we introduce a namespaced management system that encourages sound experimental practice.

When you share content in an online social network, who is listening? Users have scarce information about who actually sees their content, making their audience seem invisible and difficult to estimate. However, understanding this invisible audience can impact both science and design, since perceived audiences influence content production and self-presentation online. In this paper, we combine survey and large-scale log data to examine how well users' perceptions of their audience match their actual audience on Facebook. We find that social media users consistently underestimate their audience size for their posts, guessing that their audience is just 27% of its true size. Qualitative coding of survey responses reveals folk theories that attempt to reverse-engineer audience size using feedback and friend count, though none of these approaches are particularly accurate. We analyze audience logs for 222,000 Facebook users' posts over the course of one month and find that publicly visible signals --- friend count, likes, and comments --- vary widely and do not strongly indicate the audience of a single post. Despite the variation, users typically reach 61% of their friends each month. Together, our results begin to reveal the invisible undercurrents of audience attention and behavior in online social networks.

Many online experiments exhibit dependence between users and items. For example, in online advertising, observations that have a user or an ad in common are likely to be associated. Because of this, even in experiments involving millions of subjects, the difference in mean outcomes between control and treatment conditions can have substantial variance. Previous theoretical and simulation results demonstrate that not accounting for this kind of dependence structure can result in confidence intervals that are too narrow, leading to inaccurate hypothesis tests.

Most models of social contagion take peer exposure to be a corollary of adoption, yet in many settings, the visibility of one's adoption behavior happens through a separate decision process. In online systems, product designers can define how peer exposure mechanisms work: adoption behaviors can be shared in a passive, automatic fashion, or occur through explicit, active sharing. The consequences of these mechanisms are of substantial practical and theoretical interest: passive sharing may increase total peer exposure but active sharing may expose higher quality products to peers who are more likely to adopt.

Social advertising uses information about consumers' peers, including peer affiliations with a brand, product, organization, etc., to target ads and contextualize their display. This approach can increase ad efficacy for two main reasons: peers' affiliations reflect unobserved consumer characteristics, which are correlated along the social network; and the inclusion of social cues (i.e., peers' association with a brand) alongside ads affect responses via social influence processes. For these reasons, responses may be increased when multiple social signals are presented with ads, and when ads are affiliated with peers who are strong, rather than weak, ties.

Online social networking technologies enable individuals to simultaneously share information with any number of peers. Quantifying the causal effect of these mediums on the dissemination of information requires not only identification of who influences whom, but also of whether individuals would still propagate information in the absence of social signals about that information. We examine the role of social networks in online information diffusion with a large-scale field experiment that randomizes exposure to signals about friends' information sharing among 253 million subjects in situ. Those who are exposed are significantly more likely to spread information, and do so sooner than those who are not exposed. We further examine the relative role of strong and weak ties in information propagation. We show that, although stronger ties are individually more influential, it is the more abundant weak ties who are responsible for the propagation of novel information. This suggests that weak ties may play a more dominant role in the dissemination of information online than currently believed.

In this paper we investigate the attributes and relative influence of 1.6M Twitter users by tracking 74 million diffusion events that took place on the Twitter follower graph over a two month interval in 2009. Unsurprisingly, we find that the largest cascades tend to be generated by users who have been influential in the past and who have a large number of followers. We also find that URLs that were rated more interesting and/or elicited more positive feelings by workers on Mechanical Turk were more likely to spread. In spite of these intuitive results, however, we find that predictions of which particular user or URL will generate large cascades are relatively unreliable. We conclude, therefore, that word-of-mouth diffusion can only be harnessed reliably by targeting large numbers of potential influencers, thereby capturing average effects. Finally, we consider a family of hypothetical marketing strategies, defined by the relative cost of identifying versus compensating potential "influencers." We find that although under some circumstances, the most influential users are also the most cost-effective, under a wide range of plausible assumptions the most cost-effective performance can be realized using "ordinary influencers"---individuals who exert average or even less-than-average influence.

Social influence determines to a large extent what we adopt and when we adopt it. This is just as true in the digital domain as it is in real life, and has become of increasing importance due to the deluge of user-created content on the Internet. In this paper, we present an empirical study of user-to-user content transfer occurring in the context of a time-evolving social network in Second Life, a massively multiplayer virtual world.

Yahoo Answers (YA) is a large and diverse question-answer forum, acting not only as a medium for sharing technical knowledge, but as a place where one can seek advice, gather opinions, and satisfy one's curiosity about a countless number of things. In this paper, we seek to understand YA's knowledge sharing and activity. We analyze the forum categories and cluster them according to content characteristics and patterns of interaction among the users. While interactions in some categories resemble expertise sharing forums, others incorporate discussion, everyday advice, and support. With such a diversity of categories in which one can participate, we find that some users focus narrowly on specific topics, while others participate across categories. This not only allows us to map related categories, but to characterize the entropy of the users' interests. We find that lower entropy correlates with receiving higher answer ratings, but only for categories where factual expertise is primarily sought after. We combine both user attributes and answer characteristics to predict, within a given category, whether a particular answer will be chosen as the best answer by the asker.