A/B Test - Definition

Digital advertising is the land of acronyms and technical terms. Our glossary can help you make sense of it all with definitions of the most common terminology.

What is A/B Testing?

A comparative test, often referred to as an A/B test, involves dividing an audience into two or more groups, usually of equal size, to evaluate the effectiveness of different solutions or features. For example, in marketing, one subset of the audience might see version A of an advertisement, while the other subset sees version B.

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