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.
Author
Olivia Lewis
Subject: programmatic campaign delivery. What needs to be clarified before choosing an approach? Background, definitions and the interpretation of available information belong to this editorial remit. Olivia Lewis is the editorial byline assigned to this area. Differences in scope matter as much as differences in the headline figures. This is an editorial pen name used by the publication, not a claim of an independently verified personal identity.
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 creative approval before campaign activation
Check creative assignment, Display & Video 360 and exchange status, and required variants before campaign activation.
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.
Bidding & Pacing
Choosing a bidding goal that matches the campaign objective
Map an exposure, visit or conversion objective to a bidding signal, then decide how to balance an efficiency target with budget delivery.
Campaign Setup
Choosing a frequency cap for a campaign objective
A frequency cap is a planning constraint: how many eligible impressions may be served to a recognised unit in a chosen window.
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.
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.
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.
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
Matching creative sizes to available placements
Use eligible inventory, deal specifications and serving-size checks to choose display creative dimensions that can run.
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.
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 audience targeting
Define a programmatic audience, check usable signals and exclusions, assess scale and cost, and review delivery against the campaign goal.
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.
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.
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 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
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
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 Audits
Troubleshooting a deal that wins no impressions: stages
Trace zero private-deal wins from requests through bids, price filters and auctions, then correct the constraint the evidence identifies.
Campaign Setup
Using inclusion lists without excluding the intended audience
An inclusion list can improve control over where ads appear, but it also limits available supply.
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.