What are the KPIs of a campaign

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Web marketers and businesses can access a vast amount of media and impressions or through a true private exchange, where publishers can control buyer access and relative bidding.

Other purchasing methods are the open auction system (or free auction), in which the auction is open to multiple advertisers, and the guaranteed direct system, which consists of the automated sale of inventory spaces between buyers and sellers through a platform that directly manages the purchase and offer.

This system proposes – with considerable optimization of time and management costs – the good old direct purchase and is capable of guaranteeing both control and transparency.


Choosing a programmatic media campaign does not mean leaving aside the traditional metrics on which the world of digital advertising is built – from cost per click (CPC) to click-through rate (CTR), from cost per thousand impressions (CPM) to cost per acquisition (CPA) or lead.

However, it is important to understand that these metrics operate with different logic and it is essential to have an overall view that is not limited to a single parameter.

It is advisable to start with an analysis of the buyer personas, focusing c level executive list on the prospect profiles that can bring better results and performance in terms of conversions.

This is an inverse logic to the classic concept of lead. Companies today no longer need to target the maximum number of leads at the lowest price, but rather focus on qualified leads that add the most value.

Every programmatic advertising platform must necessarily be based on an intelligent algorithm capable of segmenting the most qualified leads and this is a KPI that a successful, ROI -oriented campaign cannot fail to consider.

There are a few things to keep in mind when defining the KPIs for a programmatic advertising campaign. First of all, it’s important to clarify that the goal is not to reach users who would have otherwise become quality leads and, therefore, acquired customers.

Optimizing costs first of all means spending better, which is not the same as spending less: and it is certainly advisable to spend more on quality leads and contacts, rather than spending less on an unidentified mass of contacts that are unlikely to turn into quality leads. After all, a good lead is a lead that turns into revenue for the company.