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A/B Testing at Vungle
Grushka-Cockayne, Yael; Lichtendahl, Kenneth C. Jr.; De Reyck, Bert; Fragkos, Ioannis Case QA-0821 / Published April 13, 2015 / 7 pages.
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Product Overview

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.


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  • Overview

    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.

  • Learning Objectives