A/B testing in media

A/B testing in media is a method where two versions of content—such as a webpage, ad, or email—are compared to see which performs better. For example, half the audience might see one headline, and the other half see a different one. By analyzing which version garners more clicks, engagement, or conversions, media teams can make data-driven decisions to optimize content and improve results. It’s a systematic way to test assumptions and understand audience preferences, ensuring marketing efforts are more effective over time.