Quote of the day: optimizing to the Nth

“Everyone’s coming out with these solutions that are trying to optimize something to the Nth level, but if you can’t get the basics right, there’s no point in the Nth level. You’ll see these behavioral targeting firms that say they get a 200 percent lift… but that’s often because the client wasn’t doing anything to begin with.”

-Dave Murphy, general manager of Sapient’s BridgeTrack division, during an interview at ad:tech.

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