[op-tuh-mahyz]

Oh boy, my first blog post...my fingertips are sweating with excitement. This better be good seeing as how my post follows the interactive juggernaut that is my boss. In my few paragraphs I'd like to touch on the craziness that is optimizing [op-tuh-mahyz-ing]. Having been in the interactive industry for just over a year, my knowledge quest into the world of optimizing did not truly begin until I started at Media Two. Led by a cast of intelligent characters I have come to appreciate and understand the importance of real-time optimizations, especially when many of our campaigns are direct response driven.

Through a combination of technology, smart people and insane spreadsheets we are able pin-point inventory metrics, develop strategies and react in real-time to maximize campaign efficiency. Phew, that was a long sentence. The analysis, for example can get as granular to say "This piece of creative performs best in this site section, on this day, in this market." Ok, that's a really general and overly simplistic example. I failed to mention what metric "best" defines, there are so many different parameters that need consideration. AHHHH! It's deep!

But, we don't simply look at the numbers, the analysis also involves a bit of forecasting. Amy, with her left-handed mouse zooms across data spreadsheets formulating projections that predict which placements will either positively or negatively effect the CPA. Mike A is all over the forecasting front too, I just wanted to bring attention to the left handed mouse thing...weird. Based on our findings, we implement our strategy in real-time through our ad serving technology. An example of a change might be re-weighting creative. Optimization complete! NOT! From this point, we monitor the optimizations and react if necessary. My brain is telling me to stop typing, so I oblige and hope that I haven't oversimplified a truly in-depth process too badly. Thanks for letting me type.