Programmatic Measurement

Delivery Metrics:
├── Impressions: Ads served
├── Reach: Unique users
├── Frequency: Impressions per user
├── Win Rate: Bids won / bids made
└── Fill Rate: Impressions / requests

Engagement Metrics:
├── CTR: Clicks / impressions
├── Viewability: % viewable impressions
├── Completion rate: Video completes
├── Engagement rate: Interactions
└── Time-in-view: Seconds visible

Efficiency Metrics:
├── CPM: Cost per 1,000 impressions
├── CPC: Cost per click
├── CPV: Cost per view
├── CPCV: Cost per completed view
└── CPA: Cost per acquisition

Outcome Metrics:
├── Conversions: Goal completions
├── Revenue: Sales generated
├── ROAS: Return on ad spend
├── LTV: Lifetime value
└── Incrementality: True lift

Industry Averages:
├── CTR: 0.1-0.3% (display)
├── CTR: 0.5-1.5% (native)
├── CTR: 0.5-2.0% (video)
├── Viewability: 60-70%
├── Video completion: 70-80%
└── CPM: $1-$10 (open exchange)
       $10-$30 (premium/PMP)

Attribution Models:
├── Last Click
│   └── 100% credit to final click
├── First Click
│   └── 100% credit to first touch
├── Linear
│   └── Equal credit all touches
├── Time Decay
│   └── More recent = more credit
├── Position-Based
│   └── 40/20/40 first/middle/last
└── Data-Driven
    └── Algorithm-based

View-Through Conversions:
├── User sees ad (no click)
├── User converts later
├── Conversion attributed to view
└── Window: 1-30 days typically

Best Practices:
├── Use shorter windows (1-7 days)
├── De-duplicate with clicks
├── Compare to holdout groups
├── Don't over-credit
└── Validate with incrementality

Cross-Device Challenge:
├── User sees ad on mobile
├── User converts on desktop
├── Connection needed

Solutions:
├── Deterministic (login-based)
│   └── Same user logged in
├── Probabilistic (modeled)
│   └── Statistical matching
├── Device graphs
│   └── Third-party connections
└── Panel-based
    └── Representative sample

Viewability Standards (MRC):
├── Display: 50% pixels for 1 second
├── Video: 50% pixels for 2 seconds
├── Large format: 30% pixels for 1 second
└── Industry avg: 60-70%

Viewability Factors:
├── Ad position (above fold better)
├── Page layout
├── User behavior
├── Ad format
├── Device type
└── Publisher quality

Beyond Viewability:
├── Time-in-view: Seconds visible
├── Hover time: Active engagement
├── Scroll depth: Position reached
├── Attention units (vendor-specific)
└── Quality exposure

Attention Providers:
├── Adelaide (AU metric)
├── Lumen (eye tracking)
├── TVision (CTV attention)
└── Moat/Oracle attention

Incrementality Definition:
├── Conversions caused by ads
├── vs conversions that would happen anyway
├── True causal impact
└── Gold standard measurement

Testing Methods:
├── Holdout Tests
│   ├── Control: No ads
│   ├── Test: Ads served
│   └── Compare conversion rates
├── Geo Tests
│   ├── Test markets: Ads
│   ├── Control markets: No ads
│   └── Compare outcomes
└── Ghost Bidding
    ├── Bid but don't serve
    ├── Track conversions anyway
    └── Compare to served

Holdout Test Setup:
├── Sample size: Statistical power
├── Duration: Enough conversions
├── Randomization: True random
├── Measurement: Identical tracking
└── Analysis: Statistical significance

Example:
├── Test: 90% of audience sees ads
├── Control: 10% holdout (no ads)
├── Measure: Conversion rate difference
├── Calculate: Incremental lift
└── Validate: Statistical significance

Report Cadence:
├── Real-Time
│   ├── Pacing (budget, impressions)
│   ├── Alerts (brand safety)
│   └── Active optimizations
├── Daily
│   ├── Performance summary
│   ├── Top/bottom performers
│   └── Action items
├── Weekly
│   ├── Full metrics review
│   ├── Optimization log
│   └── Test results
├── Monthly
│   ├── Executive summary
│   ├── Trend analysis
│   ├── Learnings
│   └── Recommendations
└── Quarterly
    ├── Strategic review
    ├── Incrementality results
    └── Planning forward

Executive View:
├── Spend vs budget
├── Key KPIs (CPA, ROAS)
├── Trend charts
└── Highlights/concerns

Performance View:
├── All metrics detail
├── Segment breakdowns
├── Audience performance
├── Publisher performance
└── Creative performance

Optimization View:
├── What's working
├── What's not working
├── Test results
├── Recommendations
└── Action log