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AB testing headlines

When a Dose post is created, it initially appears under as many as two dozen different headlines, distributed at random. Whereas one person’s Facebook news feed shows a link to “You Won’t Believe What This Guy Did with an Abandoned Factory,” another person, two feet away, might see “At First It Looks Like an Old Empty Factory. But Go Inside and . . . WHOA.” Spartz’s algorithm measures which headline is attracting clicks most quickly, and after a few hours, when a statistically significant threshold is reached, the “winning” headline automatically supplants all others. “I’m really, really good at writing headlines,” he told me. “But any human’s intuition can only be so good. If you can build a machine that can solve the problem better than you can, then you really understand the problem.”