Advertisers Under-use Optimization Technology: Jupiter

While many online advertisers employ simple search optimization techniques, a number of effective strategies are being ignored, according to JupiterResearch.

Furthermore, only 15% of advertisers use optimization technology, which can be perceived as too expensive or complex for small and emerging marketers, according to JupiterResearch.

The consultancy advocates cross-tactic optimization, which provides a rounder picture of effective ad buys -- including search and display -- across a variety of outlets.