With the advent of real-time audience buying, digital display is breaking free optimization constraints. One of the draws to search advertising is “on the fly” optimization and now there’s no reason why it should be any different for digital display.
As brands and agencies buy audiences rather than content they will experience new ways to evaluate data and optimize against consumer behavior in real time.
Demand side platform technology even allows marketers to assign a value to each user action based on their online behavior and/or response to a brand. Already, you can see that advancements in technology (i.e. tools AND media buying) are beginning to unlock the shackles around optimization.
Faria Hassan, product manager at Turn offers up expert insight. To find out more, read the complete article on Adotas >>