Published: 05 February 2018
Analyst(s): Market Insights and Analytics Research Team
In this research, we answer the question "What are the trends in digital ad testing?" As digital marketing continues to demand more of companies’ time (and budget), understanding how ad testing is evolving will be crucial to ensuring your company’s ads continually have the maximum effect on customers. We identified four major trends in today’s digital ad testing.
Trend 1: Aligning Spend with Digital Ad Creation and Testing
Trend 2: Adopting an “Early-and-Often” and Iterative Pre-Testing Strategy
Trend 3: Blending the Right Methodologies and Solutions
Trend 4: Staying Up to Date on Coming Advances
©2021 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.