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A/B testing, a concept popularized within marketing departments as a way of rationalizing decisions around advertising, is quickly making its way into the world of mobile apps. Amazon and others offer insight into the process.
Competitive pressures are mounting for service providers, making digital transformation an urgent imperative. This paper analyzes the state of the industry and offers a path for providers to transform in order to meet the ever-increasing needs of today's subscriber. See Nominum.com/DSP.