24/7 Real Media's contribution: ad network

Brian Lesser, vice president of product management, 24/7 Real Media, explains:

In addition to this being a great cause, we know Tom [Deierlein] and have profound respect for his military service and his contributions to the digital marketing community.
 
Our approach was to generate maximum reach with optimal return. We developed a strategy that included many of the targeting filters we use for our advertising partners, including behavioral targeting and contextual categories.
 
We used both manual and algorithm-based optimization to generate awareness first. Then we narrowed our focus to generate clicks. With any digital marketing campaign, we achieve better results as we learn more about the user. For that reason, we are excited to participate in future campaigns for the Tom Deierlein Foundation.