The science of media optimization began to flower in the early 1960s. It had a major impact on my career. My first work on optimizers was done for the agencies I worked at, including Grey, K&E and Interpublic. I later helped build optimizers for TV-radio-magazines at Brand Rating Index, for radio (for Telmar), for addressable commercials at Next Century Media, for spot TV (for McCann), and the first optimizers for Nielsen Respondent Level Data (RLD) for BBDO, Turner, Discovery, USA Network and The Weather Channel.
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