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Distance from Perfect: Knowing the Unknowable Algorithm

Ian Lurie
General Marketing
SearchLove London 2015

Organic search. Pay per click. Facebook. It’s plain to see that internet marketing is full of algorithms. You can't possibly hope to know them all. What you can do is find the common thread and stick to it: ‘Distance from Perfect’ is how you optimise for the unknowable. See examples and tips for using DFP as an optimisation tool.

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