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Ad Ops

Optica: A Transformational Idea for Managing Spot Ads in Real-Time

By Todd Porch

The business of advertising transforms itself in step with changes in media, technology and popular culture that influence audience delivery. One of the greatest transformations affecting today’s ad agencies, regardless of their size, is their ability to seize the growing number of real-time media buying opportunities that allow them to improve the effectiveness of their creative messages across a wide range of addressable advertising platforms.