Why Advertising Needs Rocket Scientists

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(by Monte Zweben) Rocket scientists (aka computer scientists) write intelligent algorithms — which consider thousands of data elements in real time — to do everything from perform planetary science to identify terrorist threats to model global weather patterns. They also improve advertising.

In the case of digital advertising, and specifically programmatic buying, one can deploy intelligent algorithms to score and select the best impressions, based on measurable metrics, from a liquid supply of tens of billions of daily advertising inventory. These metrics, such as effective CPA, effective CPM, aided/unaided awareness, or intent to buy...read the entire article here >