Campaign Optimization

July 21, 2012

See also: Optimization, Media Optimization

CIMM DEFINITION: Campaign optimization involves the use of data and business rule driven systems that require the input of a media plan and related estimated audience data, definition and data associated with advertiser and campaign specific target consumer segments, along with minimum levels of desired message reach/frequency, or other campaign related constraints. The systems then considers all of this input to automate optimal message allocation across all media vehicles and/or addressable geographies (Source: Visible World)

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“It has never been more crucial for the industry to advance cross-platform measurement and television attribution, but this within itself cannot be achieved in silos. Instead, it requires a collective industry-wide commitment and CIMM is the conduit for which the industry can articulate their needs and steps required to decide a best path forward through collaborative, data-driven research.”

Bharad Ramesh Executive Director, Research & Investment AnalyticsGroupM

“…Research is everybody’s business now. There are so many eyeballs that aren’t being captured by existing measurement tools. We need to bring more people together and engage in identifying and testing solutions. That’s where CIMM comes in.”

Colleen Fahey RushEVP, Chief Research Officer, Paramount

“To bring the best in class cross-platform advertising technology to our clients, we need to ensure that the industry is developing it in a manner that best suits our needs. Our involvement with CIMM helps accomplish that.”

Kate SirkinEVP, Global Data Partnerships, Publicis Epsilon

Campaign Optimization

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