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.

It's really going to require [a familiarity] with technology and systems, with strategy and with marketing. Internally, in order to comply, you touch a lot of people's worlds. You step across people's turf in different ways.

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.

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.

The Best Marketing Is Education!

A platform is what defines your visibility with your audience.