#TraderTalkTV: Grapeshot CEO John Snyder Explains How Contextual Optimisation Boosts Performance & Lowers CPA

In this week's #TraderTalkTV, Grapeshot CEO John Snyder explains the importance of keywords in the display purchasing process, instead of chasing the same users or simply having a bank of whitelisted URLs that lack relevance. With a specificity that mimics search, using keywords in display you can see patterns emerge around which content boosts campaign KPIs.

Romany Reagan: Romany Reagan is executive editor at ExchangeWire. In the five years she's worked for the company, she's held a variety of positions in an editorial capacity. Romany holds a first-class honours masters degree in international journalism from City, University of London.
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