The acronym "A/B testing" represents a method for comparing two versions of a webpage, advertisement, or other content to determine which performs better. In marketing, A/B testing involves splitting the audience into two groups; one sees version A, while the other sees version B. By analyzing user interactions, such as conversion rates or engagement metrics, marketers can identify which version drives better results. This data-driven approach helps optimize campaigns and improve overall effectiveness through iterative testing and refinement.