Define the campaign
Set objective, budget, schedule, eligibility and measurement expectations before delivery starts.
- Objective
- Budget & pacing
- Conversion logic
For advertisers
Reach the Right Audience. Measure What Matters.
Plan, buy and measure programmatic campaigns with real-time bidding, audience and contextual targeting, multi-format creatives and performance reporting.
Advertiser operating model
Move from campaign objective to measurable delivery
Advertiser workflows should connect audience, budget, creative, inventory and outcome measurement without hiding the rules behind delivery.
Reach eligible inventory
Use permitted targeting and marketplace signals to find compatible opportunities.
- Audience/context
- Device/location
- Inventory quality
Optimize with evidence
Use delivery and outcome signals to improve bidding, creative and allocation decisions.
- Cost & win rate
- Creative results
- Outcome feedback
Campaign command center
Move from campaign objective to measurable outcome
Advertiser workflows should connect budget, audience, creative, bidding, inventory and measurement through one visible decision path.
ObjectiveAudienceCreativeBidDeliveryOutcome
Campaign controlMeasure the full funnelbudget · reach · CPA · ROAS
Operating flow
How the workflow should progress
Define objective
Set the campaign goal, budget, schedule, conversion logic and hard delivery constraints.
Qualify opportunities
Use permitted audience, contextual, device, location and inventory signals to determine eligibility.
Bid & deliver
Compete only for compatible inventory with approved creative and explicit budget controls.
Measure & improve
Review cost, reach, frequency, creative and downstream outcomes before making bounded changes.
Decision signals
What should be measured together
How many eligible users or environments receive campaign exposure.
How often the same eligible user or device receives the campaign.
Outcome efficiency evaluated against spend and conversion value.
Engagement and conversion quality across comparable approved creatives.
Advertiser calculator
Campaign budget & ROAS scenario
Explore a simplified chain from media budget to impressions, clicks, conversions, CPA and return on ad spend.
Practical use
Where this capability creates value
Awareness
Combine broad eligible reach with frequency controls and measurable delivery.
Performance
Connect bidding and inventory decisions to conversion and cost outcomes.
Creative testing
Compare approved variants while controlling for placement, exposure and audience differences.
Overview
Campaign capabilities for measurable media buying
Plan, buy and measure programmatic campaigns with real-time bidding, audience and contextual targeting, multi-format creatives and performance reporting.
Audience Targeting
Audience targeting uses eligible first-party, contextual or other permitted signals to help campaigns reach relevant users or segments while respecting privacy, consent and platform policy requirements.
Contextual Targeting
Contextual targeting evaluates the content or environment of an eligible impression rather than relying only on user-level identifiers, making it an important strategy for privacy-aware media buying.
Device Targeting
Campaigns can use eligible device and environment signals to control where compatible creatives are considered, such as desktop, mobile web, app or other supported inventory types.
Location Targeting
Location targeting can be applied where reliable geographic signals are available and permitted. Targeting precision should match the quality and privacy constraints of the underlying signal.
Creative Formats
Advertisers can align campaign goals with compatible display, native, video, rich media and HTML5 creative formats, subject to placement specifications and creative quality controls.
Real-Time Bidding
RTB lets eligible campaigns evaluate individual impression opportunities and submit a bid within a controlled auction window. Price alone does not determine eligibility; targeting, budget, policy and creative rules also matter.
Performance Optimization
Optimization should consider delivery, cost, reach, frequency, engagement, conversion signals and traffic quality instead of relying on a single headline metric.
FAQ
Frequently asked questions
What can advertisers control in a programmatic campaign?
Typical controls include budget, schedule, targeting, creative format, bidding, frequency and measurement settings, depending on the verified capabilities of the platform.
Is programmatic advertising only for large advertisers?
No. Programmatic workflows can support different campaign sizes, although suitable budgets, inventory access and optimization options vary by platform and objective.
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Related AdExchange resources
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