In one embodiment, a method includes a computer server machine receiving a request from a first user to interact with a multimedia content. The computer server machine then associates the first user with a control group, wherein the control group comprises a first set of users interacting with the multimedia content. When the first user is associated with the control group, the computer server machine then applies a first content insertion model to the multimedia content and records a first set of metrics based on the interaction of the first user with the multimedia content.
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