Performance Marketing

How Predictive Analytics Takes the Guesswork Out of Ad Performance

Marketers should first determine why they're optimizing ads at all

graph — Predictive tools can help brands form audience segments and gain new consumers.iStock

By Heather Fletcher

October 28, 2020

Everyone loves a sure thing, especially someone who’s paying for an ad.

Heather Fletcher

Heather Fletcher is a freelance reporter for Adweek. She covers performance and direct marketing.

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