In 2016 at the ARF Annual Conference I presented a paper entitled Cross-Platform Campaign Optimization Must Include Creative, which applied my reach optimizer experience to thinking through the many sides of optimizing ROI rather than just reach. I knew that at that point in time many minds would be thinking about ROI optimization instead of just reach optimization. In programmatic digital, conversion optimization for direct marketers is no longer a news story. But cross-platform is much harder.
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