Systems and methods are provided for minimizing the cost of field experiments using advertisement exchanges. The system includes circuitry configured to obtain a bidding opportunity to deliver a message from an exchange system, where the bidding opportunity comprises an impression candidate and user information associated with the impression candidate. The system includes circuitry configured to obtain at least one bidding parameters from the database, where the at least one bidding parameters indicates a target audience of the message. The system includes circuitry configured to assign a random bid amount to the bidding opportunity based on the at least one bidding parameters, where the random bid amount at least partially indicates a treatment intensity of the message.