"These changes help advertisers save money by reducing wasted, ineffective impressions
and ensuring that the right message is delivered to the right consumers. But the data needs to be used correctly or else the wrong decisions can be made.Here are 10 suggestions for optimizing online branding campaigns."
See Millward Brown Digital's suggestions at the following link:
http://www.dynamiclogic.com/docs/article-pdfs/2012/03/30/DL_10Tips_Optimizing_Online_Branding_Apr2012.pdf