Critical roles for supporting continuous ad optimization

A critical key to improving ad performance, both in terms of effectiveness and resource-efficiency, is continuous testing and optimization. Contrary to common misconceptions, when done right, testing doesn’t burden your budget nor stall your timelines. With the right process in place, continuous testing and optimization gets you past underperforming ad content to find and serve winning creative, faster and at lower cost.

This guide outlines the critical functions that your team will need to excel at successful continuous testing and optimization.

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