One of the better articles : Article Link
Tldr :
Interesting share thanks! This is arguably a better way to split-test - as long as we're optimizing by CR and not CTR.
Some of the traffic sources are doing this by sending more traffic to banners that have higher CTR. The trouble is it's CR that makes us money and not CTR. I've lost a bit of money on banners that had high CTR but didn't convert, due to the traffic source channeling all the traffic to these high-CTR banners.
Thanks for the share!
Amy