Buyer readiness
Private marketplace readout export sample
A private marketplace readout is only useful if the export lets a buyer separate package fit, placement delivery, device mix, creative response, traffic quality, and outcome status.
Use this sample as a row-and-column model for contextual display, sponsorship, and curated programmatic campaigns. The values are examples for report structure, not performance benchmarks.
Export grain
Start by choosing the row grain before the campaign launches. If the grain changes after results arrive, the report can hide placement, creative, or device differences that matter to the decision.
| Export level | Use when | Required keys | Weakness |
|---|---|---|---|
| Campaign summary | The buyer needs a short executive view. | campaign_id, package_id, reporting_window, comparison_rule. | Too broad for diagnosing why a result moved. |
| Package by week | The decision is pacing, reach, or renewal at the package level. | campaign_id, package_id, week_start, device_class. | Can average away placement and creative differences. |
| Placement by creative | The decision is placement quality, creative mix, or destination fit. | campaign_id, package_id, placement_id, creative_id, creative_size, destination_id. | Needs minimum delivery thresholds before ranking cells. |
| Outcome status by source trail | The decision depends on qualified visits, leads, pipeline, or matched outcomes. | campaign_id, source_trail_id, destination_id, outcome_status, comparison_rule. | Requires buyer-side status fields and unavailable-field notes. |
Column set
The export should keep commercial, delivery, quality, and conclusion fields together. That makes it harder for a readout to use one strong metric while hiding the field that limits the claim.
| Field | Sample value | Why it belongs in the export | Claim boundary |
|---|---|---|---|
| campaign_id | mp-q3-methods-awareness | Connects proposal, trafficking, delivery, analytics, and invoice records. | Stable naming does not prove performance quality. |
| package_id | measurement-science-desk | Shows the contextual package that was bought. | Package delivery is not the same as audience persuasion. |
| pmp_deal_key | mp-msd-pmp | Connects the transaction route to the package definition. | A deal key is not evidence that every impression matched the intent. |
| placement_id | article-inline-1 | Separates body, rail, archive, native, and post-content delivery. | Placement rankings need device and creative normalization. |
| device_class | desktop | Prevents rail and mobile-capable units from being compared as if they had the same opportunity. | Device class can mix screen size, intent, measurability, and landing-page behavior. |
| creative_size | 728x90 | Shows whether response followed format, message, or placement. | A size can look better because it received better inventory. |
| context_group | measurement method selection | Keeps reader job visible inside the package. | Context response is descriptive unless the comparison is designed. |
| qualified_visit_rule | engaged session, valid geography, non-duplicate | Defines the traffic-quality denominator. | Qualified visits still do not equal incremental demand. |
| outcome_status | qualified lead, disqualified lead, missing status | Prevents raw form fills from becoming the only result. | Buyer-side status must be complete enough to interpret. |
| comparison_rule | prior contextual flight; no holdout | Sets the strongest conclusion language available. | A prior flight is directional, not a protected counterfactual. |
| bounded_conclusion | Observed qualified traffic was strongest in upper-body guide contexts. | Turns fields into a claim that matches the evidence level. | Do not convert observed response into lift language. |
Sample export rows
These rows show the minimum shape for a useful readout. A production export can add cost, frequency, geography, date, audience, or order-line fields, but these fields should remain visible in the final interpretation.
| package_id | placement_id | device | size | impressions | viewable rate | clicks | qualified visits | lead status | bounded conclusion |
|---|---|---|---|---|---|---|---|---|---|
| measurement-science-desk | article-inline-1 | desktop | 728x90 | 42,600 | 74% | 171 | 82 | 11 qualified, 5 disqualified, 2 missing | Strong observed response in upper-body guide inventory; compare creative mix before calling the placement best. |
| measurement-science-desk | article-inline-1 | mobile | 320x100 | 31,200 | 67% | 116 | 39 | 4 qualified, 7 disqualified, 1 missing | Mobile clicks produced lower qualified-visit depth; review destination friction before judging media fit. |
| measurement-science-desk | article-rail-1 | desktop | 300x600 | 25,100 | 69% | 43 | 19 | 3 qualified, 2 disqualified, 0 missing | Rail delivery supported desktop reach, but the cell is smaller than inline delivery and should not be ranked alone. |
| buyer-readiness | archive-leaderboard | desktop | 970x90 | 18,400 | 63% | 38 | 14 | 2 qualified, 1 disqualified, 2 missing | Archive discovery created some qualified traffic; it is better evidence for package awareness than lower-funnel impact. |
| buyer-readiness | native-sponsored-card | mobile | fluid | 9,700 | 71% | 61 | 27 | 5 qualified, 3 disqualified, 0 missing | Native card response should be reported separately because format, copy, and reader intent differ from display units. |
Quality flags
Add quality flags when fields are incomplete or when the row could be misread. A good export makes limits visible before the final slide language is written.
| Flag | Trigger | What to write in the readout | What not to write |
|---|---|---|---|
| low_delivery_cell | Placement, creative, or device cell is below the agreed minimum. | The cell is directional and should be pooled or retested before action. | This cell is the winner or loser. |
| missing_outcome_status | Buyer-side lead, pipeline, or matched-outcome status is incomplete. | Outcome quality is partially observed and may change when status is supplied. | All reported outcomes were qualified. |
| comparison_not_protected | No holdout, randomization, or protected comparison was defined before launch. | The campaign produced observed response under the stated comparison limit. | The campaign generated incremental growth. |
| device_mix_shift | Device share differs materially across placements or creative sizes. | Compare response after separating device and destination behavior. | The highest total response placement is automatically higher quality. |
| creative_rotation_uneven | Creative versions received different inventory, timing, or package mix. | Creative results are confounded by delivery and should guide hypotheses. | The top creative caused the strongest demand. |
Readout summary block
Delivery fitThe campaign delivered in the agreed package and placements, with enough context, device, and creative detail to audit the inventory that carried the result.
Traffic qualityQualified visits were strongest in upper-body guide inventory, but device mix and destination behavior should be reviewed before shifting budget.
Outcome statusLead-quality fields improved the report, but missing status and small cells keep the evidence descriptive rather than causal.
Next decisionRenew only the package and placement mix that matches the buyer's reader-job goal, then add a stronger comparison if the next decision requires lift language.
Pair with
Use this export sample with the contextual package proof sheet for the pre-launch handoff, the private marketplace package brief template for buyer-facing scope and renewal evidence, the private marketplace deal review checklist for the activation approval record, the contextual package proof export template for exportable reader-job, signal-readiness, comparison, and conclusion fields, the ad yield and deal-readiness checklist for sell-through, floor, refresh, and renewal fields, the creative asset acceptance checklist for approved creative and destination IDs, the landing page launch QA worksheet for page, form, routing, and confirmation fields, the private marketplace reporting field dictionary for stable field names, the private marketplace campaign measurement checklist for planning the readout, the private marketplace campaign walkthrough for the full readiness-to-renewal example, the private marketplace package performance readout for buyer-ready package language, the private marketplace renewal scorecard for deciding whether to renew, revise creative, shift mix, or add a lift test, the campaign status-window closeout register for preserving maturity thresholds, exclusions, and allowed claims, the campaign renewal evidence archive for preserving final decisions, excluded rows, issue IDs, and next-test requirements, the campaign reporting sample for final report structure, the campaign reporting worksheet for a compact meeting note, the campaign data-layer spec for source-trail fields, the outcome quality scorecard for interpreting visits and leads, and the media kit for package and placement definitions.