This is the second in a series of 7 blog posts about our bid optimization white paper, Seven factors to consider when choosing a bid optimization platform.

At Google, we recognize that the freshness and accuracy of data is paramount to any data-driven system. And since bid optimization platforms are essentially decision engines, data lies at the center of the process, with the engine considering and analyzing data before deciding on the best bid for a given keyword. It’s no surprise, then, that low-quality and stale data going in often means poor results coming out.
To learn about our position on the quality of fresh data in the bid optimization process, and how the DoubleClick Search Performance Bidding Suite fits in, follow the full blog post series on the DoubleClick Search Blog.