Online A-B testing in digital advertising may not be delivering the reliable insights marketers expect, potentially creating misleading conclusions about ad performance.

Researchers from Southern Methodist University and University of Michigan published a new Journal of Marketing study that examines platforms' A-B ...

Hartzell’s formal installation as president of SMU is tentatively scheduled for next fall. It was immediately unclear who ...

University of Texas at Austin President Jay Hartzell will step down from the flagship this spring to serve as the next leader ...

College football will have consecutive national champions from outside the Sun Belt region for the first time in three ...