In general terms, optimisation is defined as ‘the action of making the best or most effective use of a situation or resource’. In digital advertising, this translates as advertisers making the best or most effective use of the platforms, budget, inventory, ad placements, technologies, and data available to them – and reducing the impact of any negative factors – to ensure each campaign reaches its full potential and any goals set.

The dynamic nature of digital advertising means that optimisation is an ongoing process that continues before, during, and after every campaign.

On smartx, advertisers can use the Next Generation Optimiser (NGO) add-on to manage optimisation and detect anomalies. See Next Generation Optimiser (NGO).