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June 29, 2021

Today on RBDR: Zappi Director of Marketing Content Katie Sweet explains for the benefit of digital advertisers why very popular A/B testing is not the silver- bullet ad-testing procedure some marketers think it is.

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One thought on “Why A/B Digital Ad Testing Is No Silver Bullet

  1. Katie’s point is simple but simplistic – if I want to know if I should run ad A, B, (or C or D), then an A/B test gives me that answer. If I want to know why the winner wins, then I should do more research, as she suggests. It’s not a flaw of A/B testing, it’s a fit for purpose question.

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