Campaign

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Overview

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Campaign Lifecycle

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Phase 1: Planning & Setup

1. Brand Agent Created - Your advertiser account foundation
2. Creative Assets Ready - High-quality creatives significantly impact performance
3. Audience Profiles (Optional) - Brand story targeting profiles
4. Brand Standards Configured (Optional) - Domain filtering and brand safety rules

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Phase 2: Campaign Creation

User: "Create a $50,000 CTV campaign for Nike targeting sports fans aged 25-45"

Claude: 🚀 Creating Nike campaign...
        
        ✅ Campaign created: camp_abc123
        📊 Budget: $50,000 USD
        🎯 Targeting: Sports enthusiasts, ages 25-45, CTV inventory
        📺 Strategy: AI-driven optimization
        🎨 Creatives: Auto-assigned from Nike brand agent library
        
        Status: Ready to launch

POST /campaigns
{
  "brandAgentId": "ba_nike_123",
  "name": "Nike Summer Campaign 2024",
  "prompt": "Target sports enthusiasts aged 25-45 interested in athletic footwear, focus on CTV and premium video inventory during summer season",
  "budget": {
    "total": 50000,
    "currency": "USD"
  },
  "creativeIds": ["cr_nike_video_456", "cr_nike_display_789"],
  "audienceIds": ["aud_sports_fans_123"]
}

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Phase 3: Launch & Optimization

1. Strategy Creation - Define targeting configurations (channels, countries)
2. Media Buy Creation - Create publisher executions under strategies
3. Campaign Monitoring - Track performance across strategies and media buys
4. Continuous Optimization - Adjust strategies and media buys based on performance

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Phase 4: Monitoring & Management

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🔄 Incremental Optimization Requests

// Boost specific metrics
await updateCampaign({
  campaignId: "camp_123",
  changeRequest: "increase viewability by 10% and need 20% more scale per day"
});

✅ Campaign updated successfully

**Change Request:** increase viewability by 10% and need 20% more scale per day

**Changes Applied to Campaign Brief:**
👁️ **Viewability Target**: Set minimum viewability standard to 10%
💎 **Premium Inventory**: Prioritized high-viewability placements and publishers
📈 **Scale Increase**: Raised daily spending capacity by 20%
🎯 **Targeting Expansion**: Broadened reach parameters to support increased scale

## 🎯 Strategy Updates
**Targeting Updated** (2 new profiles):
  • Premium Inventory: include 15 items
  • Viewability Standards: exclude 8 items

// Adjust reach and volume
await updateCampaign({
  campaignId: "camp_456", 
  changeRequest: "Deal needs 30% more scale per day",
  reason: "Performance opportunity identified"
});

// Quality-focused optimizations
await updateCampaign({
  campaignId: "camp_789",
  changeRequest: "viewability is 20% below goal, improve to 85% minimum"
});

• Performance improvements: “increase CTR by 15%”, “improve completion rates to 80%”
• Scale adjustments: “need 30% more reach”, “reduce daily spend to $2000”
• Quality changes: “prioritize viewability over cost”, “add stricter brand safety”
• Efficiency targets: “reduce CPM to $25”, “improve cost efficiency by 20%”

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Key Campaign Features

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🎯 Two-Tier Organization

• Overall marketing initiative and budget
• Links to multiple strategies for organization

• Defines targeting (channels, countries)
• Organizes related media buys
• Can be shared across campaigns

• Executes with specific publishers at negotiated CPMs
• Real-time performance tracking and adjustment

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🔗 Resource Integration

// Assign creatives during campaign creation
const campaign = await createCampaign({
  brandAgentId: "ba_123",
  name: "Summer Sale Campaign",
  creativeIds: ["cr_video_456", "cr_display_789"]
});

// Update creative assignments
await updateCampaign({
  campaignId: "camp_123",
  creativeIds: ["cr_new_video_999"] // Replaces existing assignments
});

// Use existing audience profiles
const campaign = await createCampaign({
  brandAgentId: "ba_123",
  name: "Targeted Campaign",
  audienceIds: ["aud_sports_fans_123", "aud_luxury_shoppers_456"]
});

// Brand standards automatically applied
const brandStandards = await setBrandStandards({
  brandAgentId: "ba_123",
  domainBlocklist: ["competitor.com", "inappropriate-site.com"],
  keywordFilters: ["controversial-topic"]
});
// All campaigns for ba_123 now inherit these rules

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📊 Advanced Analytics & Insights

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Hierarchical Performance Analysis

• Total spend vs budget
• Overall CPM and efficiency
• Strategy performance distribution
• Campaign health score

• Media buy grouping and organization
• Channel and geographic performance
• Aggregate spend by strategy
• Targeting configuration effectiveness

• Publisher-specific performance
• CPM vs negotiated rates
• Delivery pacing
• Quality scores

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Real-time Delivery Monitoring

const summary = await getCampaignSummary({
  campaignId: "camp_123"
});

// Returns human-readable summary:
// 🎯 Campaign Health Score: 85/100
// 📊 Pacing: On track (52% budget, 48% flight remaining)
// 💰 Performance: $2.34 CPM, strong completion rates
// 🔧 Recommendation: Increase budget for high performers

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⚖️ Scoring Configuration

const campaign = await createCampaign({
  brandAgentId: "ba_123",
  name: "Q4 Performance Campaign",
  prompt: "Target high-intent customers for holiday conversions",
  
  // Weight outcome scores heavily
  scoringWeights: {
    quality: 0.2,       // 20% media quality
    outcome: 0.7,       // 70% your conversion data
    affinity: 0.1       // 10% brand story alignment
  },
  
  // Attribution data arrives in 7 days
  outcomeScoreWindowDays: 7,
  
  budget: { total: 100000, currency: "USD" }
});

const campaign = await createCampaign({
  brandAgentId: "ba_456",
  name: "Luxury Brand Campaign",
  prompt: "Associate with premium content and high-quality placements",
  
  // Pure brand focus - no outcome measurement
  scoringWeights: {
    quality: 0.7,       // 70% media quality (premium inventory)
    outcome: 0.0,       // 0% outcome measurement (brand focus)
    affinity: 0.3       // 30% brand story alignment
  },
  
  budget: { total: 75000, currency: "USD" }
});

const campaign = await createCampaign({
  brandAgentId: "ba_789",
  name: "Audience Discovery Campaign",
  prompt: "Test different audience segments against brand stories",
  
  // Emphasize story affinity for learning
  scoringWeights: {
    quality: 0.2,       // 20% media quality
    outcome: 0.3,       // 30% outcome measurement
    affinity: 0.5       // 50% brand story alignment
  },
  
  // Real-time engagement data
  outcomeScoreWindowDays: 1,
  
  budget: { total: 50000, currency: "USD" }
});

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The Three Scoring Components

• Impression quality, viewability, completion rates
• IVT detection and brand safety metrics
• Scale: 0-100 (100 = premium media quality)

• Your normalized measurement data (ROAS, conversions, brand lift)
• Scale: 0-1000 (100 = meets target, 1000 = 10x target)
• You define what the numbers mean

• How well tactics align with your selected brand stories
• Uses the brand stories you created and assigned
• Scale: 0-100 (100 = perfect story alignment)

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Outcome Score Window Days

• Immediate data: 0-1 days (engagement, clicks)
• Attribution data: 1-7 days (conversions, CRM matching)
• Brand studies: 7-30 days (lift measurement)
• MMM data: 30+ days (incrementality studies)

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Campaign Workflow Examples

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Complete Two-Tier Setup

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Two-Tier Execution Example

// Step 1: Create Campaign (Top Level)
const campaign = await createCampaign({
  brandAgentId: "ba_nike_123",
  name: "Nike Q4 Sports Marketing",
  budget: { total: 100000, currency: "USD" },
  prompt: "Reach sports enthusiasts with premium video and CTV"
});

// Step 2: Create Strategies (Organization Layer)
const ctvStrategy = await strategy_create({
  campaignId: campaign.id,
  name: "CTV & Mobile Strategy",
  channelCodes: ["ctv", "mobile"],
  countryCodes: ["US", "CA"]
});

const webStrategy = await strategy_create({
  campaignId: campaign.id,
  name: "Web Display Strategy",
  channelCodes: ["web"],
  countryCodes: ["US", "CA", "GB"]
});

// Step 3: Create Media Buys (Execution Layer)
const espnBuy = await media_buy_create({
  tacticId: ctvStrategy.id,
  name: "ESPN Premium Video",
  products: [{
    salesAgentId: "agent_espn",
    mediaProductId: "prod_premium_video",
    budgetAmount: 20000,
    pricingCpm: 28.00,
    pricingSignalCost: 2.00
  }],
  budget: { amount: 20000 }
});

const foxBuy = await media_buy_create({
  tacticId: ctvStrategy.id,
  name: "Fox Sports Video",
  products: [{
    salesAgentId: "agent_fox",
    mediaProductId: "prod_sports_video",
    budgetAmount: 15000,
    pricingCpm: 25.00,
    pricingSignalCost: 2.00
  }],
  budget: { amount: 15000 }
});

// Step 4: Execute Media Buys
await media_buy_execute({ mediaBuyId: espnBuy.id });
await media_buy_execute({ mediaBuyId: foxBuy.id });

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Performance Optimization Best Practices

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1. Creative Quality First

• High-quality creatives are the single biggest factor in campaign performance
• Use multiple creative formats (video, display, native) for broader reach
• Test different creative messages and CTAs
• Monitor creative performance across campaigns

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2. Budget Sizing

• Minimum viable: $1,000 for basic campaigns
• Recommended minimum: $10,000 for meaningful optimization
• Enterprise scale: $100,000+ for advanced ML optimization
• Higher budgets enable more sophisticated targeting and learning

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3. Targeting Strategy

• Start broad, let AI find optimal segments
• Use natural language descriptions in campaign prompts
• Leverage brand stories for precise targeting
• Monitor signal performance and adjust accordingly

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4. Monitoring & Optimization

• Check campaign health weekly with get_campaign_summary
• Export data for deeper analysis with export_campaign_data
• Use strategy performance insights for optimization decisions
• Set up real-time alerts for performance issues

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Common Campaign Patterns

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Testing Different Targeting Strategies

// Test different targeting approaches within one campaign
const testCampaign = await createCampaign({
  brandAgentId: "ba_123",
  name: "Q4 Targeting Test",
  budget: { total: 50000, currency: "USD" }
});

// Test Strategy A: CTV Focus
const ctvStrategy = await strategy_create({
  campaignId: testCampaign.id,
  name: "Test A: CTV Premium",
  channelCodes: ["ctv"],
  countryCodes: ["US"]
});

// Test Strategy B: Multi-Channel
const multiStrategy = await strategy_create({
  campaignId: testCampaign.id,
  name: "Test B: Multi-Channel",
  channelCodes: ["web", "mobile", "ctv"],
  countryCodes: ["US", "CA"]
});

// Create media buys under each and compare performance
// Monitor with campaign_list_strategies to see performance distribution

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Seasonal Campaign Management

// Create seasonal campaigns that share core resources
const holidayCampaign = await createCampaign({
  brandAgentId: "ba_nike_123",
  name: "Nike Holiday 2024",
  prompt: "Target holiday shoppers looking for athletic gifts, premium inventory focus",
  budget: { total: 100000, currency: "USD" },
  creativeIds: ["cr_holiday_video", "cr_holiday_display"],
  audienceIds: ["aud_gift_shoppers", "aud_premium_customers"]
});

const backToSchoolCampaign = await createCampaign({
  brandAgentId: "ba_nike_123",
  name: "Nike Back to School 2024", 
  prompt: "Target students and parents preparing for school year, value-focused messaging",
  budget: { total: 75000, currency: "USD" },
  creativeIds: ["cr_bts_video", "cr_value_display"],
  audienceIds: ["aud_students", "aud_parents"]
});

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Integration with External Systems

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BI/Analytics Integration

// Export campaign data for external analysis
const exportData = await exportCampaignData({
  brandAgentId: "ba_123",
  dateRange: { 
    start: "2024-01-01", 
    end: "2024-01-31" 
  },
  datasets: ["delivery", "events", "tactics"],
  groupBy: ["date", "campaign", "tactic", "signal"],
  format: "csv", // Optimized for analytics
  compression: "gzip"
});

// Use exported data in your BI pipeline
// Supports: JSON, CSV formats
// Integrates with: Snowflake, BigQuery, Databricks, etc.

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Real-time Notifications

1. Log into app.scope3.com
2. Navigate to Campaign Settings → Notifications
3. Configure alert destinations:
   • Slack channels for team notifications
   • Email addresses for key stakeholders
   • Webhook URLs for custom integrations

• Budget pacing issues (over/under delivery)
• Performance anomalies (significant CPM changes)
• Campaign status changes (paused, completed)
• Creative performance alerts (poor completion rates)

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Campaign API Reference

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Next Steps