Refers to a test situation in which a list is split into two pieces with every other name being sent one specific creative, and vice versa. See also Nth name.

A test that is performed in a controlled environment which interchanges two pages to random groups of visitors with the goal of testing the performance of specific page variables. However, this simple method can only be used to test one variable at a time. Also see Multi-variable A/B testing.

Test that splits lists into two pieces, with every other name being sent version A of creative, with version B going to the other names. See also nth name.