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The Guardian uses A/B testing across many of its webpages and properties.
The Guardian is a British daily newspaper, known from 1821 until 1959 as The Manchester Guardian.
Along with its sister papers The Observer and The Guardian Weekly, The Guardian is part of the Guardian Media Group, owned by The Scott Trust Limited.
The newspaper's reputation as a platform for liberal and left-wing editorial has led to the use of the "Guardian reader" and "Guardianista" as often (but not always) pejorative epithets for those of left-leaning, earnest or politically correct tendencies.
In 2016, it led the investigation into the Panama Papers, exposing the then British Prime Minister David Cameron's links to offshore bank accounts.
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With more than 6 million weekly readers, The Guardian is the third most popular newspaper globally.
The paper’s strength lies in its strong “digital-first” approach and data-driven culture.
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They drive a majority of their traffic directly from ads placed on The Guardian’s news pages.