in Online Advertising

Insight into how portfolio bid management works

A few weeks ago I got embroiled in a debate at PPC Blog about the future of bid management. The kind of mathematics involved in portfolio optimisation is very complex. Many people find it incredible what can be done through the statistical analysis of campaign data and are quick to dismiss it as impossible. Fortunately Efficient Frontier’s founder, Dr Anil Kamath, gives a great insight into the maths and technology in an interview by Eric Ange of Stone Temple Consulting.

Eric also nicely sums up the technology in action with the search campaign of Travelzoo. This was also featured in a recent edition of Direct Magazine.

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