Run the campaign premortem before launch day
Use a project premortem to identify and reduce the top preventable risks in a programmatic campaign launch.
The move: imagine the campaign failed, then build controls for the reasons. A project premortem is useful for programmatic because many failures happen in handoffs, not strategy. The plan can be smart while execution misses a pixel, creative rule, consent constraint, placement exclusion, or budget pacing assumption. Step 1: Name the failure Use the past tense. The campaign failed because the conversion event was wrong. The brand-safety list was not trafficked. The audience was too narrow to spend. Step 2: Find the controllable cause Do not stop at someone forgot. Name the missing system: no owner, no screenshot evidence, no…
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