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Q: What is A/B Testing For Media?

What is A/B Testing for Media?

1 minute read

A/B testing is a specialized type of incrementality measurement. In A/B testing randomized groups are shown a variant of a single variable (web design, landing page, marketing creative etc.) in order to determine which variant is more effective.

Incrementality measurements use A/B testing in certain media or general marketing channels, such as prospecting, where tracking a media exposure for both the test and control groups is required. In the case of media incrementality the A group (test group) is shown business as usual media exposure while the B group (control group) has exposure withheld or is shown a null media exposure, typically a public service announcement (PSA) for a charity of the marketers choice. The more generic form of A/B testing is called Design of Experiments (DoE).


In marketing, A/B testing is a specialized type of incrementality measurement and is very effective when measuring the marginal lift of a media exposure.

Easily Run A/B Tests with Measured
We have worked hard to plug-in directly to 100+ media platforms and their APIs. Because of this, Measured provides incrementality measurement and testing with ease and speed. We can then run 100s of audience-level experiments with a quick one-time set up with your publishers. Find out media’s true contribution across all your addressable and non-addressable channels.
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