The rapid evolution of advertising and publishing technology has lead to a more transparent, streamlined business model. But also a significant increase in the resources required for managing all the assets coming into play. While the benefits of programmatic are undeniable, the current state of affairs is also the underlying cause for neglecting certain practices. That require a bespoke approach for each web property, such as layout optimization. For that reason, we wanted to give you a brief overview of the process. Its of high importance for digital publishing and how it can help grow your business.