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Programmatic Advertising Brief Template

Create a sharper brief for display, video, CTV, and programmatic campaigns with sections for audience, inventory, creative, targeting, budget, and measurement.

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What's Inside

Give media partners a cleaner brief before programmatic spend goes live

This brief helps marketers translate campaign goals into the details a programmatic partner or internal media team needs. It covers the campaign objective, target audience, inventory mix, creative requirements, budget, exclusions, tracking, and reporting expectations.

Campaign Objective

Document whether the campaign is built for awareness, retargeting, account engagement, pipeline support, or event promotion.

Audience & Targeting Inputs

Define firmographic, behavioral, account, geographic, contextual, and exclusion criteria before launch.

Inventory & Creative Requirements

Specify the formats, placements, specs, landing pages, offers, and messaging angles needed for the campaign.

Measurement Plan

Align on KPIs, reporting cadence, attribution rules, and optimization signals before media dollars are committed.

What the template includes

Each section captures the information that usually gets scattered across emails, decks, and vendor calls before a programmatic campaign launches.

01 Campaign Summary
Set the campaign goal, timeline, market, funnel stage, budget range, and primary KPI.
02 Audience Definition
List target segments, named accounts, intent signals, geographies, industries, job roles, and suppression rules.
03 Inventory Strategy
Choose the mix of display, native, video, CTV, retargeting, and contextual placements.
04 Creative Brief
Document ad sizes, copy themes, offer, landing page, brand guardrails, and review owners.
05 Tracking Requirements
Capture UTM rules, conversion events, pixels, view-through settings, and reporting dimensions.
06 Optimization Notes
Define what the team should adjust first if performance is weak: audience, bid, placement, creative, or landing page.

Who This Template Is For

Demand generation teams, paid media managers, agencies, and marketing leaders preparing programmatic, display, CTV, or retargeting campaigns.

How To Use It

Fill out the objective and audience sections before discussing inventory. Share the draft with your media partner, creative owner, and analytics owner, then use the measurement section to confirm what success will look like before launch.

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