Introducing Emerse Labs. Enabling your team to upload ads in for example HTML5-format, define parameters/variables in them that you’d like to test different variations for and provide the values you’d like to test. Our system will then run the different ad variations programmatically to audiences you select and test which version has the best performance, such as conversions or click-through-rate. You get real-time stats on which ads perform best. Our tool can be used seamlessly together with our DSP or with other buying platforms. Each individual will not see more than one variation of the ad during the test. The platform also calculates statistical metrics that give you information about the security of your results, recommendations on how many impressions you need to buy and so forth. Using Emerse Labs you can for example test different copy, images, colours or any other elements in the ad. The tool is directly integrated with the Emerse DSP so you can target your A/B-tests to any audience, publisher and ad format.