How to evaluate a programmatic advertising pilot

Use controlled geography, transparent inventory, frequency limits, and cautious attribution.

Define the incremental job

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Inspect delivery quality

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.

Label attribution clearly

This step keeps the work tied to observable business needs. Document the baseline, the decision owner, the evidence used, and the next review date. Avoid guarantees and distinguish measured outcomes from estimates or platform-reported attribution.