How to work out Click Through Rates for Programmatic Advertising

Calculating Click-Through Rates for Programmatic Advertising

To calculate the click-through rate (CTR) for programmatic display ads using a demand-side platform (DSP), you would need to access the data provided by the DSP.

The process can vary depending on the specific DSP you are using, but generally, you would need to log in to the platform and navigate to the campaign or ad group level.

Once you have accessed the data, you can calculate the CTR using the formula:

(Clicks / Impressions) x 100 = CTR.

The DSP should provide you with the necessary data, such as the number of impressions, clicks, and conversions for your campaign.
You can also use the DSP’s built-in reporting or analytics tool to view the data; often, it’s represented in charts, tables, and graphs.

It’s important to remember that the DSP‘s data may differ from the data provided by the ad exchanges or SSPs (Supply side platforms) that the DSP is buying inventory from, as DSPs use algorithms to optimise campaigns and adjust bids for audience segments. Additionally, some DSPs have different ways of counting and calculating metrics, so it’s essential to check with the specific DSP’s documentation or support team if you have any doubts.

The global standard CTR for programmatic advertising will vary by industry.