Your company is launching several new video game modules with a separate display ad for each console. Management wants to make sure the ad leading to the most purchases shows more often than the ads not performing as well. To achieve that goal, what type of Display & Video 360 creative optimization would you use?

Optimizing for conversions directly addresses the goal of showing the ad that leads to the most purchases more often. This strategy uses machine learning to identify which creative variations are most effective at driving desired actions (purchases, in this case) and prioritizes their delivery. Optimizing for creative rotation would simply cycle through all creatives evenly, without prioritizing performance. Optimizing for clicks would prioritize ads that generate more clicks, which doesn't necessarily translate to more purchases. Optimizing for time spent on-screen focuses on engagement duration, not the ultimate conversion action of a purchase.