With the recent explosion of new vendors, targeting options, and prediction models, advertisers are testing and evaluating more ways of buying online inventory. However, as more advertisers today are eager to test various tools like demand-side platform (DSPs)
, data management platforms (DMPs), or dynamic creative technology, they are rightfully nervous about disrupting current successful efforts (i.e. retargeting). Unfortunately, these desires to preserve performance anchors often lead to sub-optimal testing efforts that can waste budget and return biased results.
In a new article on iMedia Connection, Max Knight, Director of Optimization and Professional Services at Turn covers why re-targeting isn’t as easy as one, two, three and highlights that building test plans is a great way to evaluate performance and fine tune your media strategy.
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