Campaign Setup
Adjusting frequency when audience pools are small
A small audience can reach a cap quickly, leaving a campaign with little eligible inventory.
Archive
October 2026
Campaign Setup
Agreeing on buying responsibilities with a trading desk
Assign budget, inventory, measurement and change authority between an advertiser and trading desk.
Inventory Quality
Avoiding unnecessarily broad blocklists
Audit domains, apps, channels, categories and keywords so brand suitability exclusions match the reason for each rule.
Campaign Setup
Balancing prospecting and retargeting budgets
Review prospecting and retargeting spend using audience opportunity, mature outcomes and the value of additional delivery.
Campaign Setup
Building a readable campaign naming structure
Choose a clear campaign, insertion-order and line-item naming pattern that helps traders read reports and find saved records.
Campaign Setup
Checking a campaign's settings against the approved brief
Compare approved campaign requirements with dated buying settings, inherited controls and change history.
Campaign Setup
Checking audience scale against a campaign budget
Calculate the impressions a budget needs, compare them with estimated audience opportunity and account for forecast limits.
Campaign Setup
Checking landing-page consistency across creative variants
Audit each creative promise, click route and final page so variants lead to destinations that match their message.
Campaign Setup
Choosing a programmatic objective and buying method
Choose a measurable programmatic objective and a buying method that fits the inventory, budget and delivery requirement.
Bidding & Pacing
Comparing bidding strategies with matched campaign conditions
Set up a bidding-strategy test with aligned targeting, budgets and measurement, then judge outcomes alongside spend and auction delivery.
Campaign Setup
Comparing contextual and audience-based segments
Compare contextual and audience-based targeting by signal, inventory coverage, uncertainty and fit with the campaign message.
Private Deals
Comparing deal IDs by access, floor price and inventory
Use a consistent worksheet to compare private deal IDs, buyer access, floor or fixed pricing, and inventory the campaign can actually buy.
Measurement
Comparing inventory segments at a useful sample size
Judge whether inventory-segment delivery and outcomes can support a budget decision while keeping small samples and buying differences visible.
Measurement
Comparing post-click and post-view conversions
Compare post-click and post-view conversions using consistent events, windows and attribution rules, and understand what the split cannot prove.
Measurement
Deciding when a programmatic test is inconclusive
Identify an inconclusive programmatic test using setup validity, outcome counts, uncertainty and the decision it was meant to support.
Inventory Quality
Diagnosing blank or incorrectly rendered ads
Separate an empty placement from a served blank ad, then investigate backups, assets and video-tag faults in the affected context.
Bidding & Pacing
Diagnosing performance changes before raising bids
Check reporting, eligibility, auction losses and outcome quality before deciding whether a higher programmatic bid is justified.
Bidding & Pacing
Diagnosing underspend in a programmatic campaign
Trace programmatic underspend through supply, targeting, creative eligibility, budget, pacing and auction losses before changing bids.
Measurement
Distinguishing served, measurable and viewable impressions
See how served, eligible, measurable and viewable impressions differ, which denominator each Active View rate uses, and what remains unknown.
Measurement
Evaluating programmatic reach without double counting users
Use campaign-level deduplicated reach, understand overlap across report rows, and state identity, reporting-window and modelling limits.
Inventory Quality
Finding low-value placements behind cheap impressions
Cheap impressions are low value when they consume budget without useful exposure or subsequent action.
Campaign Setup
Frequency management in programmatic campaigns
Programmatic frequency management limits repeated delivery to a recognised user or device over a defined period.
Campaign Setup
Grouping line items without fragmenting the budget
Decide which programmatic buys need separate line items and check how a shared insertion-order budget affects them.
Measurement
Handling delayed conversions in optimisation decisions
Compare conversion periods at equal maturity and keep recent results provisional before changing programmatic bids or budgets.
Measurement
Identifying unexplained differences between planned and delivered reach
Reconcile planned and delivered programmatic reach by checking scope, bought impressions, frequency and reporting limits.
Inventory Quality
Investigating abrupt changes in traffic quality
When traffic quality changes suddenly, find the point at which the pattern broke before changing exclusions.
Bidding & Pacing
Managing daily pacing around changing inventory
Recalculate the remaining-flight spend requirement and decide when to hold, accelerate or preserve budget as available inventory changes.
Campaign Setup
Matching creative sizes to available placements
Use eligible inventory, deal specifications and serving-size checks to choose display creative dimensions that can run.
Measurement
Measuring the effect of placement exclusions
Test an optional placement exclusion and measure its whole-buy effect on delivery, spend, outcomes and replacement inventory.
Private Deals
Open auction versus private marketplace buying
Compare open auctions, private auctions and preferred deals by access, price rule, delivery commitment and campaign fit.
Campaign Setup
Preparing a campaign brief for a programmatic trader
Build a trader brief that defines the campaign outcome, budget, supply, creative, measurement and authority for changes.
Private Deals
Private marketplace deals
Understand private auctions and preferred deals, check inventory and price terms, and decide how to manage a non-guaranteed deal.
Campaign Setup
Programmatic agency and trading-desk operations
Set buying authority, reporting access, cost definitions and review rules for a programmatic agency or trading-desk relationship.
Campaign Setup
Programmatic audience targeting
Define a programmatic audience, check usable signals and exclusions, assess scale and cost, and review delivery against the campaign goal.
Bidding & Pacing
Programmatic bidding and pacing
Understand how bidding goals, budget limits and pacing settings work together, and what to check when spend or campaign outcomes drift.
Inventory Quality
Programmatic brand suitability
Turn brand requirements into programmatic buying controls, review classification limits and document campaign exceptions.
Campaign Audits
Programmatic campaign audits
Compare a programmatic campaign with its brief, buying settings, delivery and outcomes, then assign decisions for material findings.
Measurement
Programmatic campaign measurement
Measure programmatic delivery, viewability, deduplicated reach and attributed conversions against the campaign outcome, with each metric's limits clear.
Campaign Setup
Programmatic campaign optimisation
Review programmatic results, diagnose delivery constraints, compare segments and record changes against the agreed campaign outcome.
Campaign Setup
Programmatic campaign setup
Turn an approved programmatic brief into a checkable hierarchy, serving controls, schedule, creative assignments and activation record.
Measurement
Programmatic conversion tracking
Define conversion events, check implementation and counting rules, and interpret attributed DSP results alongside business records.
Campaign Setup
Programmatic creative delivery
Check whether programmatic ads can serve, render correctly and send clicks to the intended landing page.
Campaign Setup
Programmatic experimentation
Plan a programmatic experiment around one decision, comparable campaign conditions, reliable outcomes and a clear interpretation rule.
Inventory Quality
Programmatic inventory quality
Inventory quality is the fit between where an ad appears and what the campaign needs to achieve.
Measurement
Reading reach and frequency together
Reading reach and frequency together: practical checks and decisions for this workflow.
Measurement
Reconciling DSP conversions with first-party records
Align events, periods, attribution rules and report metrics before explaining gaps between DSP and first-party results.
Campaign Audits
Reconciling media delivery with a trading desk invoice
Match buying records, cost definitions, fees, credits and tax treatment when checking a trading desk invoice.
Campaign Setup
Recording campaign-level suitability exceptions
Document the reason, scope, approval, platform limits and expiry of a programmatic brand suitability exception.
Campaign Audits
Recording the effect of a trader's optimisation change
Log a trader's reason, saved setting and baseline, then review delivery and mature outcomes without claiming false causality.
Measurement
Requesting campaign-level transparency from an agency
Specify the campaign exports, cost definitions, change log and access needed to review an agency-managed programmatic buy.
Campaign Audits
Reviewing a campaign when platform access is limited
Review agency-managed delivery, settings, changes and costs using a defined evidence pack when DSP access is restricted.
Inventory Quality
Reviewing contextual classifications before blocking categories
Check category definitions, representative content, classification scope and timing before applying a contextual block.
Inventory Quality
Reviewing domain and app placement reports
A placement report is useful when every important row can be tied to a decision.
Bidding & Pacing
Reviewing wasted spend before the next campaign
Classify possible wasted programmatic spend, check its cause and make a bounded decision for the next campaign.
Campaign Setup
Rotating creative without losing a comparable test
Check current rotation behaviour, keep creative conditions comparable and avoid mistaking optimised delivery for a clean message test.
Campaign Setup
Running a programmatic advertising campaign
Plan, launch and review a programmatic campaign with clear objectives, buying routes, measurement checks and a record of changes.
Measurement
Separating duplicate conversions from repeat purchases
Use transaction IDs, order status, event paths and counting methods to distinguish repeated records from genuine new purchases.
Campaign Setup
Setting a campaign schedule across Australian time zones
Translate Australian local campaign hours into platform settings and check flight dates around daylight saving.
Campaign Setup
Setting exclusions before a campaign launches
Define excluded audiences, check list IDs and recency, and verify the saved rules before a programmatic campaign starts.
Measurement
Testing a conversion event after a DSP tag update
Check the completion journey, event payload, platform receipt and reporting after a DSP conversion tag changes.
Campaign Setup
Testing a private deal before shifting a larger budget
Plan a limited private-deal pilot, check requests through wins and outcomes, and set a rule for increasing the allocation.
Campaign Setup
Testing contextual segments against audience segments
Design a contextual-versus-audience programmatic test and interpret differences in reach, spend and campaign outcomes.
Campaign Setup
Translating a brand's requirements into placement exclusions
Turn a brand suitability brief into precise URL, app, channel or contextual exclusions, then check their scope and delivery.
Campaign Audits
Troubleshooting a deal that wins no impressions
Trace zero private-deal wins from requests through bids, price filters and auctions, then correct the constraint the evidence identifies.
Campaign Audits
Writing an actionable programmatic campaign post-mortem
Turn campaign results, setting changes and unresolved findings into a concise post-mortem with owners and closure checks.