If you want to succeed in #programmatic today, you must know how to define goals and set KPIs, as well as being able to adjust campaigns in real time, monitor performance and optimize the campaign based on the data.
You might acquire a customer by finding them on digital channels via your DSP, but you have failed if the cost exceeds the value of that customer.
There are few set of KPIs that you should establish:
1. Decide which audience you are interested in. You can buy who you want, where you want, when you want nowadays so you must accurately select the audience. You will probably pay for impressions on brand-name sites, plus data fees if you want better audience targeting, but if you mix a number of tactics such as contextual targeting, mobile and hyperlocal, you can drive a lower CPC or CPA.
Last but not least, the key to success is creativity and using unique messages.