Sova used the Emerse Labs platform, specially developed for A/B/N testing of advertising material. The platform is directly integrated with Emerse Demand Side Platform, although it can also be run separately. Unlike a classic A/B test, including N means that there is support for a greater number of variants. In just a few minutes, you can start your tests, select sites, ad inventory, and target audiences and easily see the results in real time.
You do not need to upload all your ad variations individually, it’s enough to specify the different values you want to rotate on different parts of the ad, such as texts, images, colours and more. Thanks to Emerse’s dynamic advertising technology, you are free to work with any design you want without having to use templates. The platform calculates the probable number of impressions through a reliable statistic. In addition, Emerse Labs rotates the ad variations and automatically splits up target audiences so that any individual is only exposed to one ad variation.