• ClickZ, Tuesday, November 10, 2009 12:14 PM

Harry Gold shows us how to tie predictive modeling to display ads. He explains it's important to set a "media rate threshold" by identifying the most you would pay for a CPM or click based on historical data. This helps to optimize the campaign and reduce costs by removing obsessive testing for placements that won't perform in the first phase of the campaign.

Gold provides an example of a predictive modeling table, with factors such as impressions listed in chronological order of key performance indicator metrics, from budget to cost per sale.

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