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There are a group of algorithms (or techniques) called the Bandit algorithms, which deal especially with the problem statement, which is the optimization of Click-through rates of advertisements.

The problem is framed in a setting of multiple bandits with vending machines. There are various strategies which can be implemented:

Epsilon-greedy strategy

Epsilon-first strategy

Epsilon-decreasing strategy

Contextual Epsilon strategy

Reference on why Bandit algorithms are better than A/B testing frameworks.