Allocation. Gone are the days of setting a marketing plan and letting it run its course—the so-called
run-and-done approach. As technology, media companies, and media buyers continue to remove friction from the process, advertising has become easier
to transact, place, measure, and expand or kill. Marketers can now readily adjust or allocate advertising
in different markets on a monthly, weekly, or daily
basis—and, online, even from one fraction of a second to the next. Allocation involves putting the results of your attribution and war-gaming efforts into
the market, measuring outcomes, validating models
Allocation. Gone are the days of setting a marketing plan and letting it run its course—the so-called
run-and-done approach. As technology, media companies, and media buyers continue to remove friction from the process, advertising has become easier
to transact, place, measure, and expand or kill. Marketers can now readily adjust or allocate advertising
in different markets on a monthly, weekly, or daily
basis—and, online, even from one fraction of a second to the next. Allocation involves putting the results of your attribution and war-gaming efforts into
the market, measuring outcomes, validating models
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