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Brad Bender

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Optimization solutions are emerging as an important area in the market. Ultimately, it's about how to drive the best conversion, to increase the effective ROI for advertisers and increase the value of the inventory for publishers.

DART Adapt was founded on taking traditional marketing methods and principles and applying them online. The feedback loop online is such that you can get almost immediate feedback to drive your optimization.

Ultimately, behavioral targeting drives audience. Optimization is about driving performance. With behavioral targeting, you might assume that a certain target audience may perform, but that may not be the case. Optimization lets the anonymous data speak for itself to find those pockets of performance.

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