In this fourth post in the series, I will discuss how to evaluate campaigns run through programmatic media buying systems. I will discuss how to apply common metrics so these campaigns can be compared to other types of campaigns in a cross media mix, and I will discuss the very different metrics to apply when optimizing within a programmatic media buy or between programmatic media buys. Finally, I will share some of the measurement flaws we have experienced and how to avoid them. Comparing cross media campaigns Cross media campaigns almost always involve the challenge of reconciling unlike metrics. When comparing TV to Online, it isn’t sensible to use GRPs which don’t have much meaning online and it isn’t possible to use clicks or beacons which don’t exist in TV. The best thing to do is estimate the impact each campaign has on the bottom line then compute the Return![]()
