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I work in the marketing analytics field, so I'm not that deep into product (even though I'm dabbling and will jump at the opportunity when one presents itself). Feature flags are being used to roll out experiments. Essentially, you publish code/experiments to the app source code, and based on the flag it shows a control or variant. The flag is fetched from a server and the rollout can easily be disabled if issues crop up. https://www.growthbook.io/ is an open-source tool that seems to be getting a bit of traction.
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