Television Optimizers: Did They Change the Way We Do Business?
Andrew GreenZenithOptimedia, Inc.
INTRODUCTION
In the spring of 1997, four U.S. advertising agencies started preparing for an important new business pitch. Procter & Gamble (P&G) had...
Television Optimizers: Did They Change the Way We Do Business?
Procter & Gamble's 1997 Agency of Record pitch spurred agencies to develop new tools for analyzing television audience data and to schedule advertising.
