Pacing for Programmatic Display
- Red flag only if the pacing is significantly underdelivering on daily impressions after the initial 30 days.
- Pacing is based on the contract's life - focus on delivering over the entire contract
- Expect that impressions will vary a few 100 impressions from day to day (should see consistent yellow line)
- Geofencing and Retargeting will result in high variation in impressions from day to day because they are audience-based impressions.
- Do NOT open tickets on pacing for Retargeting-only campaign - if under pacing, proactively request to add Intent/Serch tactic line to off-set under-delivery
What would be a "RED FLAG"??
- several 100 impressions under the estimated daily impressions
- significant variations from day to day of over 1000 impressions
IMPORTANT NOTE: Geofencing and Regareting require we build an audience over 30 days and should not be evaluated for pacing until week 5/6
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