The game is well underway in the second quarter, and the teams are finding their rhythm and trying to disrupt their opponent’s game plan. Football teams must prepare extensively for different phases of the game, ensuring they have the best players on the field for any situation. Similar rules apply to advertisers, who need to allocate their ad budget effectively, understand when to run their ads again, and map the effects of their ads against the cost required to run them at the world’s most expensive advertising event.