Programmatic Campaign Optimization
Apply advanced optimization techniques to reduce CPM, increase CTR, and improve ROAS.
Performance Metrics in Programmatic
Key programmatic performance metrics include win rate (what percentage of bids you win), eCPM (effective cost per thousand impressions), viewability rate, click-through rate (CTR), and cost per acquisition (CPA).
These metrics must be evaluated together — a high win rate on low-viewability inventory is a warning sign, while a lower win rate on high-viewability, high-conversion inventory may indicate a smarter campaign.
Supply Quality Whitelists and Blacklists
A whitelist is a curated list of specific domains or apps where you explicitly choose to run ads, providing maximum control over brand safety and inventory quality.
A blacklist excludes specific domains or apps from receiving your ads. Most programmatic campaigns start with categorical exclusions and build blacklists reactively from performance data, reserving whitelists for premium-only brand campaigns.
All lessons in this course
- How Programmatic Advertising Works
- Demand-Side Platforms and Real-Time Bidding
- Audience Segmentation and Data Management
- Programmatic Campaign Optimization