William Terdoslavich, a contributor to DMNews, recently put together a guide to best practices for constructing a digital ad campaign. Terdoslavich covers “the art, craft and science” of balancing the various components of a campaign, such as the journey to conversion and how to best measure efforts and results. Parker Noren, our senior director for programmatic strategy and optimization, was interviewed for the piece and shared how a consumer-centric approach can help determine the best campaign strategy, the necessity of a combined machine and human approach and why clicks aren’t always the best KPI. Read the article here.