The Optimizer

The result was a system they called “the optimizer” that took into account information gathered from door-knockers and phone canvassers when they picked whether to advertise on, say, ESPN or TV Land. “The optimizer doesn’t take into account the program at all,” said Carol Davidsen, who designed the system as the campaign’s director of media analytics. “But there’s a sanity check at the end to make sure that you’re not advertising on ‘Girls Gone Wild.’ ”

The Influence Industry: Obama campaign took unorthodox approach to ad buying - The Washington Post