| A/B testing is a proven strategy for marketers to 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. | 