SIRF

A real-time advertising and marketing management tool that uses algorithms which allow companies to implement in-house optimization and media planning (effectively pulling these functions back from their ad agencies).

The digitization of marketing decision-making is fundamentally changing the landscape for marketers due to ROI data and marketing software. The idea is that brands such as Coca-Cola, Best Buy, and MTV have saved billions in wasted advertising spend with improved, self-managed technology and equations known as Spend to Impact Response Functions (SIRFs).