Campaign Setup
Part of Running a programmatic advertising campaign
Choosing a programmatic objective and buying method
Choose a measurable programmatic objective and a buying method that fits the inventory, budget and delivery requirement.
Pick the result the campaign should produce, decide how to measure it, then choose a buying method that can reach the required inventory. Awareness, qualified-visit and sales goals need different measures. None automatically requires an open auction or a private deal.
Define the outcome before choosing a platform setting
Write a result you can review after the flight: who should respond, what action matters and by when. Choose one primary KPI that measures that result as closely as practical. For a purchase goal, define the purchase event and confirm it is tracked.
For awareness, state whether the assessment uses delivery measures or separate research, and what that measure cannot establish. Do not use clicks as a stand-in for completed actions without labelling them as a proxy.
Match the route to the inventory requirement
| Requirement | Route to consider | Main qualification |
|---|---|---|
| Flexible access across eligible supply | Open auction | Targeting and suitability controls still need review. |
| Access offered to selected buyers | Private auction | A floor applies; volume is not guaranteed. |
| Negotiated fixed-price opportunity | Preferred deal | The buyer may choose whether to buy; inventory is not reserved. |
| Reserved inventory | Programmatic Guaranteed | Verify the contracted quantity, dates and terms. |
Treat these as starting points, not rankings of quality or performance. Check the actual publisher, placements, formats, price rule and likely eligible volume. A deal name alone does not establish any of them.
State the priority when constraints compete
An outcome target and a spend target may conflict: prioritising one can make the other harder to meet. Treat platform-specific delivery or inventory controls as constraints to assess, not as reasons to favour either route by default.
Tell the trader which constraint takes priority: the outcome threshold, delivery by a date or access to named inventory. Record the KPI definition, buying route, budget limit and what can change if delivery falls short. Reconsider the route using delivery evidence, including whether the constraint lies in available supply, eligibility or price.
