A simulated environment replays historical events to model how users respond to a new model’s decisions, producing a virtual dataset for offline evaluation. section 12.1.3
A practical evaluation loop:
- Filter historical events to cases where the new model chooses the same landing page as the old model. section 12.1.3
- Replay the resulting interactions and calculate product metrics such as CTR, CVR, eCPM, profit, and profit per click. section 12.1.3
- Compare models through estimated online metrics, while treating the procedure as useful but not ideal. section 12.1.3
Simulated advertising flow
A replay can produce five banner-to-landing-page transitions, two purchases, and $6 predicted profit per click; another simulation reaches 60% CVR and $7 profit per click. section 12.1.3
Figure 12.2 Unbiased estimator (offline validation): simulation of events, example 1
View an example of offline simulation built from historical events and model-selected landing pages. section 12.1.3







