A/B Testing at Vungle

Abstract

Two recently graduated MBA students are tasked with developing an ad-serving learning algorithm for a mobile ad-serving company. The case illustrates the way in which hypotheses can be tested in an A/B format or “horse race” in order to establish customer preferences and superior profitability. The case was written for a course elective covering hypothesis testing.

Citation

Grushka-Cockayne, Y., Lichtendahl, K.C., De Reyck, B. and Fragkos, I. (2015), "A/B Testing at Vungle", . https://doi.org/10.1108/case.darden.2021.000065