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The phrase you’re looking for is data sparsity. What you’re modeling here is $p(\mathrm{outcome} \mid \mathrm{website}, \mathrm{advert}). (Or, sure, you could model the joint distribution.) With sparse data, this can be challenging. You only have a few points from the joint space to look at. How do we fix this? The go-to is to introduce some form of ...


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