Print and multi-media optimization: an evolutionary approach

The use of reach optimizers in the context of print planning has declined substantially in recent years whereas optimizers have become “standard issue� within much of the television planning community. Some measure of this decline is due to the inherent design limitations of many of these print optimization systems given the complex nature of the print-based reach search space.

This paper begins with reviews of the reach search space’s complexity and the techniques conventionally employed by print optimizers in searching this space. Noting the fundamental ways in which conventional optimization techniques are ill-suited to efficiently maneuver in this space, a Genetic Algorithm (GA) based optimization methodology is presented. Generally, GA optimizers hold distinct advantages over traditional approaches when confronted with such complexity

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