Inventory Quality
Avoiding unnecessarily broad blocklists
Audit domains, apps, channels, categories and keywords so brand suitability exclusions match the reason for each rule.
Desk
Measurement Desk
Looks at how campaign results are counted and where measurement breaks down.
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.
Measurement
Detecting repeated exposure across line items
Two line items can each satisfy their own cap while reaching the same person repeatedly.
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.
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.
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.
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.
Measurement
Programmatic conversion tracking
Define conversion events, check implementation and counting rules, and interpret attributed DSP results alongside business records.
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
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.
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.
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 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.