A/B testing is a strategy in which marketers compare two or more variations of a specific component of their campaign. When done intentionally, A/B testing provides data-backed insights to inform more effective creative designs, audience strategies, and other campaign improvements that marketers can make to enhance the performance of their Connected TV campaigns.

Looking to set up your own A/B test? MNTN takes you through the process step-by-step in this guide.


MNTN builds advertising software for brands to drive measurable conversions, revenue, site visits and more through the power of television.

MNTN Performance TV is the world’s first and only Connected TV advertising platform optimized for direct-response marketing goals. It redefines what advertisers can do with television, giving them the power to tie performance directly to their TV campaigns.

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