On the Advances and Challenges of Adaptive Online Testing

In recent years, the interest in developing adaptive solutions for online testing has grown significantly in the industry. While the advances related to this relative new technology have been developed in multiple domains, it lacks in the literature a systematic and complete treatment of the procedure that involves exploration, inference, and analysis. This short paper aims to develop a comprehensive understanding of adaptive online testing, including various building blocks and analytical results. We also address the latest developments, research directions, and challenges that have been less mentioned in the literature.