The Increase of Dynamic Creative Optimization

Shasta Caferelli is the Senior Vice President, Media Strategy in the Streaming+ division at Tinuiti where she leads a team of expert media buyers to ensure best-in-class investment strategy, negotiation, and implementation across audio, streaming video, and linear television. During her agency career she has overseen large-scale multi channel media campaigns in the brand and performance space for both household names and burgeoning DTC companies. She has helped pioneer the blending of these objectives through her deep understanding of full-funnel integrated strategy. While her career originated with a focus on television, her background in audio advertising began nearly a decade ago and her leadership has helped Tinuiti more than triple their spend in the channel since 2021. Caferelli attributes this to her passion for unlocking opportunities in the evolving audio landscape, and her collaborative approach with media partners and clients alike. Shasta graduated magna cum laude from UCLA with a degree in Mass Communications. She resides in Portland, Oregon with her husband and when she’s not buying media, she’s consuming it! She is a daily podcast listener, TV show aficionado (as long as it’s not scary), TikTok lurker, and regularly tests the limits of her car speakers when Beyonce comes on. She’s also an avid CrossFitter, and blows off steam by lifting weights to said Beyonce soundtrack.