Gartner Research

Trends in Digital Ad Testing

Published: 05 February 2018

ID: G00353866

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.

Table Of Contents

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


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