The Importance of Cost Controls in Advertising

Cost controls have an incredible feature of downside protection, which is that in the event that the model says that you cannot generate the finance the outcome that you need, it will not spend. The way that you get better return on your investment is to not lose money to not run bad spend. Without cost controls, I wouldn't be able to take advantage of those differing daily dynamics. And so it is really, really critical to hedge your downside in advertising and the machine can do that for you. It will just not deliver if you're not going to get the result that you want.