Sample interview questions: How do you evaluate the success of programmatic advertising campaigns in terms of ad viewability and cost per acquisition?
Sample answer:
Ad Viewability:
- Use industry benchmarks: Track viewability rates against industry standards to assess the effectiveness of ad placements.
- Employ viewability measurement tools: Implement third-party tools like Moat or Nielsen to accurately measure ad exposures and visible time.
- Analyze viewability performance by audience segments: Identify segments with high or low viewability rates to optimize campaigns.
- Conduct post-campaign audits: Review ad viewability metrics in detail to identify areas for improvement and optimize future campaigns.
Cost per Acquisition (CPA):
- Set clear CPA targets: Establish realistic CPA goals based on campaign objectives and industry benchmarks.
- Track conversions accurately: Utilize analytics and attribution models to track conversions directly attributed to programmatic advertising.
- Calculate CPA based on conversion … Read full answer
Source: https://hireabo.com/job/8_4_44/Digital%20Media%20Research%20Analyst