Optimized media buying is a process of testing what working for your business in a media landscape that’s always evolving. We buy media and then analyze what’s working for your ads, landing pages, and audiences, today. As a result of increasingly efficient and effective media spend, you can get incremental gains day on day. The data we collect helps us tune in our ads to grow into a much larger ROA percentage over time. So you may be putting $1 in and getting $2 out right now. But in 3 months you could be putting $1 in and getting $3 out instead.