Bloomberg Media Tunes Up ABBA to Break Down Barriers Between Its Ads and Subscriber Businesses

Bloomberg Media has spent 2020 figuring out how the infrastructure it’s built for its subscription business can support its advertising business, and vice versa.

To accomplish that, Bloomberg Media’s ad operations team has begun using an A/B testing tool called ABBA, originally built in-house to support Bloomberg’s subscription business, to support the ad team’s work of optimizing its products and campaigns.

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