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Battle tested overseas, optimizers have hit U.S. shores. Will media buying ever be the same?
By Cristina Merrill
Nobody will say exactly what ‘it’ is, but if you want to come across as a cutting-edge, techno-driven, cost-efficient media buying operation, you’d better say you have one.
What is it? An optimizer. Like account planning–an agency discipline imported from England to the U.S. on a large scale in the late ’80s and early ’90s by many agencies but initially understood by few–the optimizer is another European import.
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